基于SOR理论的小红书意见领袖特征对消费者购买意愿的影响研究

The Influence of Xiaohongshu Opinion Leader Characteristics on Consumers’ Purchase Intentions: An SOR Theory Perspective

摘要: 在内容电商与社交推荐深度融合的背景下，小红书意见领袖逐渐成为影响消费者信息获取与购买决策的重要主体。基于刺激–机体–反应理论，本文构建小红书意见领袖专业性、知名度和互动性影响消费者购买意愿的理论模型，并引入感知价值与信任考察其内在作用机制。通过网络问卷调查获得301份有效样本，运用SPSS和AMOS进行信效度检验及结构方程模型分析。研究结果表明：第一，意见领袖的专业性和互动性均显著正向影响消费者的感知价值与信任；第二，意见领袖知名度对感知价值和信任的影响显著，较高的曝光度和社会影响力能够直接转化为消费者的产品价值判断和关系信任；第三，信任显著正向影响消费者购买意愿，感知价值对购买意愿的正向影响达到5%的显著性水平，说明消费者对意见领袖及其推荐信息的信任是推动购买意愿形成的关键心理因素。本文从感知价值和信任两个维度揭示了小红书意见领袖特征影响消费者购买意愿的差异化路径，为品牌筛选合作对象、意见领袖优化内容生产与用户互动以及平台加强商业内容治理提供了参考。

Abstract: Against the backdrop of the deep integration of content-driven e-commerce and social recommendations, influencers on Xiaohongshu have gradually become key players influencing consumers’ information-seeking behavior and purchasing decisions. Based on the Stimulus-Organism-Response theory, this paper constructs a theoretical model examining how the professionalism, popularity, and interactivity of Xiaohongshu influencers influence consumer purchase intention, and introduces perceived value and trust to explore their underlying mechanisms. A total of 301 valid samples were obtained through an online survey, and SPSS and AMOS were used to conduct reliability and validity tests as well as structural equation modeling analysis. The results indicate: First, both the professionalism and interactivity of influencers have a significant positive impact on consumers’ perceived value and trust; Second, the popularity of opinion leaders significantly influences perceived value and trust; higher exposure and social influence can directly translate into consumers’ judgments of product value and relational trust; Third, trust significantly and positively influences consumers’ purchase intention, while the positive effect of perceived value on purchase intention reaches the 5% significance level, indicating that consumers’ trust in opinion leaders and their recommendations is a key psychological factor driving the formation of purchase intention. This paper reveals the differentiated pathways through which the characteristics of Xiaohongshu opinion leaders influence consumer purchase intent from the dual dimensions of perceived value and trust, providing guidance for brands in selecting collaboration partners, for opinion leaders in optimizing content production and user interaction, and for the platform in strengthening the governance of commercial content.