Service investment strategies for digital products in social e-commerce environment: the influence of opinion leader

Purpose This study deeply analyzes the user experience service investment strategy of digital products operation in the social e-commerce environment, focusing on the influence of opinion leaders on product developers' experience service investment and platform user privacy protection service investment decisions. Design/methodology/approach By constructing four service investment models (U, Z, IU, IZ) based on the influence of different investment entities and opinion leaders, this study reveals the key role of opinion leaders in promoting investment in experience services for digital products. Findings The results indicate that opinion leaders significantly boost platform profits and their willingness to invest in user privacy protection services. In highly competitive markets with high investment sensitivity in experience services, platforms prefer to invest in both experience and privacy protection services. In low competition and sensitivity environments, opinion leaders drive platforms to prioritize this combined investment mode. When competition and sensitivity are moderate, platforms have more flexibility in choosing between differentiated investment modes. This highlights the role of opinion leaders in influencing platform investment strategies across varying market conditions. Practical implications This study not only provides a theoretical framework for the investment decision of experience service in social e-commerce, but also provides practical guidance for the sustainable operation strategy of digital products, highlighting the positive role of opinion leaders in promoting investment in experience service and improving economic benefits. Originality/value Firstly, this study constructs four investment models for experience services, considering the influence of different investment entities and opinion leaders, offering a new analytical framework for investment decisions in social e-commerce. Secondly, it also deeply analyzes the dynamic role of opinion leaders in product developers' experience service investments and platform investments in user privacy protection, addressing a theoretical gap. Finally, the research provides practical insights for sustainable digital product operations (e.g. e-books, music) and offers a scientific basis for product developers and platforms in making investment decisions within complex market environments.