With the promotion of opinion leader’s impact on online purchase intention, the problem of how to measure the characteristics of opinion leader, the characteristics of opinion leader’s recommendation information and the influence of consumers’ characteristics on purchase intention is becoming moreand more urgent. Based on numbers of popular scales, this paper designs the questionnaire items for the variables of professional knowledge, product involvement, visual cues, interactivity, functional value and trust involved in the opinion leader influence model, and forms the initial scale. On this basis, with the help of small-scale interviews, small sample pre-test and large sample test, trust and purchase intention fail to pass the validity test. Through correlation coefficient analysis, some questions with lower coefficient value are eliminated, and then the final scale with good reliability and validity is obtained.

中文翻译：

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意见领袖对在线消费者购买意愿影响的量表设计

随着意见领袖对在线购买意愿的影响的日益增强，如何衡量意见领袖特征，意见领袖推荐信息的特征以及消费者特征对购买意愿的影响问题日益迫切。基于流行量表的数量，设计了针对意见领袖影响模型所涉及的专业知识，产品参与，视觉线索，互动性，功能价值和信任度的变量的问卷调查项目，并形成了初始量表。在此基础上，在小规模访谈，小样本预测试和大样本测试的帮助下，信任和购买意愿无法通过有效性测试。通过相关系数分析，消除了系数值较低的一些问题，