网红对大学生购买行为的影响研究.docVIP

PAGE 23 网红对大学生购买行为的影响研究 Study on the Influence of Web Celebrity on College Students Purchasing Behavior 内容摘要 随着科学技术日渐进步和社交软件的快速发展， 催生出一群有着巨大影响力的团体-“网红”。“网红”在消费者购买过程中扮演者重要的角色，是意见的给予者、更是消费者的模仿对象。“网红”自身的特征以及传递的信息都会影响信息的传播效果，影响消费者的购买行为。 本文基于消费者购买决策理论以及情感理论，梳理相关文献，并采用问卷调查法，调查当今消费者的消费特征，共获有效问卷179份。处理分析数据后得出以下结论：第一、品牌形象与产品品质对消费者在购买“网红”产品时的购买意愿影响显著。第二、“网红”的创作内容、专业性以及个人形象对消费购买行为影响显著。第三、消费者情感在“网红”与消费者购买意愿中起中介作用。 最后根据本文“网红”对消费者购买行为的影响研究结论，给消费者、企业以及“网红”三个角度提出建议：第一、企业角度：“网红”营销应考虑“网红”与品牌形象的契合度；选择合适的广告模式，多平台同时攻略；“网红”营销与传统营销相结合。第二、消费者角度：提高辨别信息的能力，谨慎购买产品；树立正确的消费观，克服从众心理和攀比心理。第三、“网红”角度：重视个人形象的塑造；提高产出内容的质量；保持与粉丝、消费者的粘性；关注消费者的利益。 关键词： 网红 消费者购买决策 消费者情感 Abstract With the advancement of science and technology and the rapid development of social software, a group of influencers with great influence has been born. Internet celebrities play an important role in the consumer purchase process. They are the givers of opinions and the objects of imitation by consumers. The characteristics of Internet celebrities and the information they transmit affect the dissemination of information and consumers purchasing behavior. Based on consumers purchase decision theory and consume emotion, this paper combs the relevant literature, and adopts a questionnaire survey method to investigate the consumption characteristics of todays consumers, and a total of 179 valid questionnaires have been recalled. After processing and analyzing the data, the following conclusions can be drawn: First, the brand image and product quality have a significant impact on consumers willingness to purchase net red products. Second, the creative content, professionalism, and personal image of Internet celebrities have a significant impact on consumer buying behavior. Thirdly, consumer emotion plays an intermediary role in Internet celebrities and consumers willingness to buy. Finally, according to the research conclusions of the influence of Internet celebrities on consumers buying behaviors, we make recommendations to consumer