网红粉丝热忱形成机制及对消费意愿的影响

发布时间：2018-05-10 10:41

本文选题：网红经济 + 粉丝热忱　；参考：《企业经济》2017年02期

【摘要】：网红经济的迅速发展得益于网红们强大的粉丝基础。本文构建了网红经济下的粉丝消费意愿的概念模型,用粉丝热忱作为中介变量,解释粉丝消费意愿的形成,同时用文化符号价值和粉丝感性程度解释了粉丝热忱的形成机制。实证结果表明:文化符号价值越强的网红,就越容易形成粉丝热忱;感性程度越强的粉丝,就越容易形成粉丝热忱;文化符号价值与粉丝感性程度正向影响消费意愿;粉丝热忱在文化符号价值与粉丝消费意愿之间,以及在粉丝感性程度与粉丝消费意愿之间的关系中起着中介作用。最后提出了网红应该构建与粉丝情感交流互动的营销平台,提供具有文化符号价值的产品和打造粉丝普遍认同的内容等策略。
[Abstract]:The rapid development of the net red economy benefits from the strong fan base of net red people. This paper constructs a conceptual model of fans' consumption intention in the Internet Red economy, explains the formation of fans' consumption will by using fan enthusiasm as an intermediary variable, and explains the forming mechanism of fan enthusiasm by using the cultural symbolic value and the fans' perceptual degree. The empirical results show that the stronger the cultural symbol value, the easier it is to form fan enthusiasm, the more sensitive the fan is, the easier it is to form fan enthusiasm, the more cultural symbol value and the more sensitive the fans are, the more likely they are to form fan enthusiasm. Fan enthusiasm plays an intermediary role in the relationship between cultural symbol value and fan consumption intention, as well as the relationship between fan sensibility and fan consumption will. In the end, the author puts forward the marketing platform which should be constructed to interact with fans' emotion, provide products with cultural symbol value and create the content that fans generally agree with.
【作者单位】：山东大学管理学院;
【基金】：国家自然科学基金项目“公共品牌创建、持续成长及其治理研究”(项目编号:71272121)
【分类号】：F49;F126.1

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