ไม่มีข้อมูลบทคัดย่อภาษาไทย
With the development of the Internet, electronic word-of-mouth (eWOM) communication became popular, and consumer behavior changed dramatically. After getting attention and interest in the products or services, consumers would search for eWOM information before purchasing and share the experiences with others after buying in online spaces, especially in the virtual communities of consumption. Meanwhile, consumers started to pay attention to online opinion leaders who could filter valuable information and provide some recommendations for products or services. Opinion leaders and eWOM affected the consumers and played crucial roles in marketing strategies through brand, professional, and user dependency, detailed promotional information, and recommendation for consumer purchase intention. The study objectives were to explore the electronic products online Sichuan consumers' purchase intention through self-media, evaluate the effect of influencing factors of self-media to purchase intention of electronic products, and; put forward a critical suggestion on the role of key opinion leaders through self-media. Three hundred seventy-four questionnaires of Guizhou consumers were collected through the online WeChat platform by random sampling between February and March 2022. The results showed that influencing variables: interactivity, professionalism, popularity, relationship strength, information presentation, and detailed information significantly impact Sichuan consumer purchase intention on electronic products. As a result, this study would offer valuable information for self-media key opinion leaders in better endorsement strategy.