Abstract: Key opinion consumer is a concept born with the rise of private domain traffic. It produces potential consumption energy through the influence of their own private social circle. Based on the theory of Elaboration Likelihood Model, this paper takes outdoor sporting goods as an example to construct a structural equation model with two routes and five dimensions and puts forward the research hypothesis. The central route in the model is composed of recommendation consistency, product involvement and professionality, and it affects customer's intention to purchase sporting goods. The peripheral route is composed of recommendation timeliness and visual cues. The results indicate that: difference in customers' ability to process information may result in their difference in route option. The recommendation consistency, product involvement, professionality in the central route and the recommendation timeliness in the peripheral route all have significant positive influence on customers' intention to purchase sporting goods. However, the visual cues on the peripheral route have no significant influence. The influence of central route is stable while the influence of peripheral route is unstable.

Key words: sportinggoods, key opinion consumer, purchase intention, Elaboration Likelihood Model, sports consumption