Research on the Influence of Weibo Opinion Leaders on College Students’ Consumption Decision

Abstract

“Weibo opinion leaders, as creators and disseminators of information, influence college students' perceptions of products and services. This research model takes the consistency, influence and professionalism of Weibo opinion leaders as subdivision characteristics, and introduces perceived risk as a mediator variable and word of mouth as a regulatory variable to analyze the impact on college students' consumption decision-making. Through the construction of this research model, empirical research methods are used to explore the influence of Weibo opinion leaders on college students' consumption decisions. The study found that the consistency and professionalism of Weibo opinion leaders have a significant impact on college students' consumption decisions. The characteristics of Weibo opinion leaders have a significant role in achieving consumer trust and thus reducing perceived risk in consumption. Word-of-mouth plays a regulatory role between professional traits and consumer decision-making.â€