Research on the Influence Mechanism of Social Media Opinion Leaders on the Purchasing Intentions of Small and Medium-sized Enterprise Consumers
Feb 27, 2025
About this article
Published Online: Feb 27, 2025
Received: Oct 03, 2024
Accepted: Jan 29, 2025
DOI: https://doi.org/10.2478/amns-2025-0090
Keywords
© 2025 Zhenlin Ning, published by Sciendo
This work is licensed under the Creative Commons Attribution 4.0 International License.
Figure 1.
Figure 2.
Variable correlation analysis
| Professionalism (P) | Product Relevance (R) | Interactivity (I) | Familiarity (F) | Profitability (Pr) | Platform Influence (PI) | Word-of-mouth Positivity (WP) | Consumption Willingness (W) | |
|---|---|---|---|---|---|---|---|---|
| Professionalism(P) | 1.000 | |||||||
| Product Relevance(R) | 0.152*** | 1.000 | ||||||
| Interactivity(I) | 0.376*** | 0.683*** | 1.000 | |||||
| Familiarity(F) | 0.324*** | 0.452*** | 0.237*** | 1.000 | ||||
| Profitability(Pr) | 0.387*** | 0.685*** | 0.764*** | 0.214*** | 1.000 | |||
| Platform Influence(PI) | 0.483*** | 0.021*** | 0.178*** | 0.082*** | 0.375*** | 1.000 | ||
| Word-of-mouth Positivity(WP) | 0.495*** | 0.715*** | 0.359*** | 0.264*** | 0.394*** | 0.176*** | 1.000 | |
| Consumption Willingness(W) | 0.441*** | 0.236*** | 0.592*** | 0.479*** | 0.187*** | 0.473*** | 0.597*** | 1.000 |
The demographic characteristics of the specific respondents
| Characteristics | Options | Ratio(%) |
|---|---|---|
| Gender | Male | 46.8 |
| Female | 53.2 | |
| Age | 25 and below | 12.5 |
| 25-35 | 46.7 | |
| 35-45 | 28.4 | |
| 45 and above | 12.4 | |
| Diploma | below bachelor’s degree | 34.2 |
| bachelor’s degree | 53.7 | |
| postgraduate | 12.1 | |
| Operating Revenue | 3 million | 54.2 |
| 3 million - 10 million | 26.3 | |
| 10 million - 20 million | 10.5 | |
| 20 million and above | 8 |
Competency Quality Model for Opinion Leaders in Social Networks
| Competency elements | Element Definition | Behavioral indicators |
|---|---|---|
| Activity (Explicit) | The degree of activity in the process of information dissemination. | Number of followed friends. |
| Centrality (Implicit) | The quality and effectiveness of the information produced. | Influence: Audience reach, response level, dissemination degree. |
Reliability and validity analysis
| Methods of Validation | Results | |
|---|---|---|
| KMO Test | 0.867 | |
| Bartlett’s Test of Sphericity | Approximate chi-square value | 1235.2 |
| DF | 146 | |
| P-value | 0.0023 | |
Regress results
| Characteristics Indicator | Opinion Leader Characteristics | Word-of-Mouth Characteristics | |||||
|---|---|---|---|---|---|---|---|
| Professionalism | Product Relevance | Interactivity | Familiarity | Profitability | Platform Influence | Word-of-Mouth Positivity | |
| Frequency of Mentions | 80546 | 25728 | 69742 | 54637 | 27572 | 57834 | 63745 |
| Proportion of Mentions | 63.2% | 10.7% | 53.7% | 22.1% | 12.6% | 22.7% | 45.3% |