图书作为精神文化的载体，不同于其他普通商品。如何培养人民良好的阅读习惯、如何把更多好书送到千家万户，是当下业界与学界共同面临的难题。本研究旨在结合自己专业所学知识与实际实践经验，挖掘图书营销在实际中遇到的问题，辅以专业科学的研究，对问题进行解答，并提出相对的有效营销策略，以期为出版业长期稳定的发展贡献力量。

本研究首先对图书营销、意见领袖、劝服效果、信任与购买意愿的的相关文献进行了梳理，并结合当下网络传播的现状与网络意见领袖的发展及特征，将网络意见领袖推荐行为划分为两个维度——网络意见领袖个人特质方面与网络意 见领袖推荐行为。并将从以下五个方面:专业性、知名度、互动性、同质性以及 商品一致性对网络意见领袖个人特质进行研究;从多意见领袖同时发布、发布内容的呈现形式、发布内容所在平台三个方面对网络意见领袖传播方式影响层面进 行研究。此外，选择“信任”作为中介因子，并将信任划分为认知和情感两个维度， 以此建立起网络意见领袖推荐行为对消费者购买意愿的研究模型，并在此研究模型的基础上提出研究假设。本研究通过问卷调查的方式，使用问卷星平台制作并收集问卷数据，利用软件对经过筛选的 351 份有效数据进行了分析。

研究结果表明:1.网络意见领袖的专业性、互动性、同质性、商品一致性、意见领袖推荐内容的发布形式及平台被证实对消费者的购书意愿起正向影响作用;2.信任(认知与情感)被证实在网络意见领袖推荐行为与消费者购书意愿之间起部分中介作用。

本研究还提出了图书营销借力网络意见领袖的策略:1.重视重视网络意见领袖作用，积极开拓线上新资源;2.打造自己的网络意见领袖，构建私域流量池; 3.选择与图书产品相匹配的意见领袖;4.选择消费者接受度高的推广方式;5.不要盲目追求当下营销热潮。

As the carrier of spiritual culture, books are different from other common goods.How to cultivate people's good reading habits, how to deliver more good books to thousands of households are the problems faced by both the industry and the academia. The purpose of this study is to combine my professional knowledge and practical experience, dig out the problems encountered in practice, with professional and scientific research to answer the problems, and put forward relative effective marketing strategies, in order to contribute to the long-term and stable development of the publishing industry.

This first book marketing, effect of opinion leaders, persuade, trust and purchase intention of this paper analyzes the literature, and combined with the status quo of the spread of the network and the network development and the characteristics of opinion leaders, recommend network opinion leader behavior is divided into two dimensions, namely the network opinion leaders personal traits and network opinion leaders recommended actions. The personal characteristics of network opinion leaders will be studied from the following five aspects: professionalism, popularity, interactivity, homogeneity and commodity consistency. This paper studies the influence of communication modes of network opinion leaders from three aspects: simultaneous publication of multiple opinion leaders, presentation form of published content, and platform where the published content is located. In addition, "trust" is selected as a mediating factor, and trust is divided into cognitive and emotional dimensions. Based on this, a research model of the effect of network opinion leaders' recommendation behavior on consumers' purchase intention is established, and research hypotheses are proposed on the basis of this research model. In this study, the questionnaire star platform was used to make and collect questionnaire data by means of questionnaire survey, and 351 selected valid data were analyzed by using SPSSAU software.

The results show that: 1.The professionalism, interactivity, homogeneity, commodity consistency of network opinion leaders, the release form and platform of multiple opinion leaders and recommended content have been proved to have a positive effect on consumers' willingness to buy books; 2.Trust (cognition and emotion) has been proved to play a partially mediating role in the relationship between the recommendation behavior of online opinion leaders and consumers' willingness to buy books.