摘要
社交网络等平台的飞速拓展促进了"网红经济"的进一步爆发,创立自己的个人品牌是一些网络红人将自己的网络社交资源和个人形象进行流量变现的常用模式,该"网红"呈现的个人形象是影响粉丝购买其品牌的重要因素。作者采用实证研究的方式,根据"网红经济"与网络社交环境的发展情况,以及消费者购买意愿的研究现状,就网红品牌创立者形象对消费者购买意愿的影响进行了研究。本文将"网红"品牌创立者形象分为知名度、专业性、吸引力和互动性四个因子,并提取可信度因子作为中介变量构建模型。本文的结论为,"网红"品牌创立者的良好信誉是影响消费者购买意愿的主要因素,是主导消费的核心基础;该"网红"独特的吸引力和与消费者之间的良性互动是影响其可信度的重要因素,富有个人魅力的形象是与消费者建立起信任关系的关键;该"网红"的可信度在其专业性与消费者购买意愿中起显著中介作用,在互动性、吸引力与知名度中起部分中介作用。
The rapid expansion of social networks has promoted the further explosion of the internet celebrity economy.Establishing their own personal brands is a common model for some internet celebrities to utilize their online social resources and personal images to cash the flow.Personal image is an important factor influencing fans buying their products.The author adopt an empirical research method,aiming at the development of internet celebrity economy and social network environment,as well as the research status of consumers’purchase intention,to study the influence of internet celebrity brand entrepreneurial image on consumers’purchase intention.This thesis divides the image of those internet celebrities into four factors:popularity,expertise,attractiveness and interaction,and extracts the credibility factor as an intermediate variable to construct a model.The conclusion of this thesis is that the good reputation of internet celebrities is the main factor that influences consumers’willingness to buy their products.The unique appeal of the internet celebrity and the positive interaction with consumers affect its credibility.The credibility of internet celebrity plays a significant mediating role in its expertise to consumers’purchase intention and a partial mediating role in its interaction,attractiveness and popularity.
作者
胡怡靓
Hu Yiliang(Faculty of Arts&Humanities,King's College London,Strand,London WC2R 2LS)
出处
《现代广告》
2020年第20期4-17,63,共15页
Modern Advertising
关键词
“网红经济”
“网红”
自创品牌
消费者购买意愿
internet celebrity economy
internet celebrity brands
consumers’purchase intention
