The Influence of Perceived Risk, Shopping Value and Opinion Leader to Explore Online Consumer Purchase Intention: Using Social Network Analysis

Opinion leadersplay important roles in interpersonalcommunication.Marketerscancontact the opinionleadersandreducecostsandimproveoverallcommunicationefficacybycommunicating effectivelywiththem.Thisstudyinvestigatestheopportunityofconsumersbecomingopinionleaders andalsoinvestigatestheeffectsofperceivedriskandshoppingvalueononlineconsumerpurchase intention.This study surveyed college students in northernTaiwan (59 respondents) to explore collegestudents’onlinenailpolishpurchaseintentions.Thisstudyappliessocialnetworkanalysis (SNA)andregressiontoexaminehypotheseswithinatheoreticalframework.Theresultsshowedthat consumersfeelahigherperceivedriskandpositiveadvicegivenbyanopinionleadercanenhance purchaseintentions.Theresultsfurtherindicatedthathighertheconsumers’shoppingvalue,higher theirpurchaseintention.Thefindingsofthestudyoffersalesandmanagementprofessionalsmethods forcommunicatingwithonlineshoppersmoreeffectively.Thus,inadditiontomarketers’focuson makeupmarketsabove,theycanalsoexpandtheirvisiontowidermarkets. KEywORdS Opinion Leaders, Perceived Risk, Purchase Intention, Shopping Value, Social Network Analysis