| Summary: | 碩士 === 國立政治大學 === 傳播學院傳播碩士學位學程 === 107 === With the development of the used car industry in mainland China and the change in consumer attitudes, more and more people are paying attention to and considering buying used cars as a family commuting tool. In this era of information explosion, consumers can easily collect a variety of information on the Internet, and more and more “We media” has also developed in this era. This research takes the Used car “We media” KOL as a special opinion leader to study how it affects consumers' willingness to buy used cars. In what form does this effect occur? In the end, what kind of mechanism will affect the consumer's willingness to buy?
In this paper, the author used consumer perceived risk and trust as mediators to study the impact of the structures of used car KOL on consumers' willingness to purchase. In this study, the author conducted questionnaire survey using SPSS for linear regression analysis, Bootstrap mediation analysis, and moderator analysis. The final findings are as follows:
1. Used Car KOL’s structures have a significant positive effect on consumers' purchase intention, and their four distinct facets, reputation, professional, message quality and relationship strength to consumers willingness to buy all four is significant forward influence, the influence of the four structures on consumers' purchase intention from big to small are: reputation, message quality, relationship strength and professional.
2. Used Car KOL’s structures positively influences the purchase intention of consumers through the consumer perceived risk and trust. According to the test results of Bootstrap mediating effect, the effect of the four structures of the Used Car KOL on the consumer's purchase intention is significant, and both are partial mediation. In the effect of reputation and relationship strength on purchase intention, the mediation effect of emotional trust is significant; In the effect of professional and message quality on purchase intention, the mediation effect of cognition trust is significant, and they are all partial mediation.
3. The study found that consumers' knowledge of used car products does not have a moderating effect on the influence of Used Car KOL’s structures on consumers' purchase intention.
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