网红参照群体对消费者购买意愿的影响研究

发布时间：2018-02-22 16:34

本文关键词： 网红参照群体互动性认知-情绪-感知价值(CEV) 购买意愿　出处：《深圳大学》2017年硕士论文　论文类型：学位论文

【摘要】：移动互联网的普及带动了新兴的营销模式,网红的出现改变了传统媒体投放、请明星代言人的单向传播方式,得到企业界的高度重视。近几年,网红一度成为营销实践中的热点讨论对象,学术界对网红的关注也与日俱增。但至今,学术界还没有针对网红参照群体进行深入的研究。因此,本文立足于淘宝店铺,以淘宝网红参照群体为研究对象,先通过探讨网红参照群体与以往参照群体的差异,对网红参照群体进行概念界定和维度的划分。并基于消费体验视角,以认知-情绪-感知价值(CEV)模型为中介,探讨网红参照群体影响消费者购买意愿的内在机制。本文以刺激反应(S-O-R)模型为理论框架,研究在网红参照群体的刺激下(S),通过认知-情绪-感知价值(CEV)的机体(O),最终实现对消费者购买意愿的影响(R)。主要研究结论如下:(1)网红参照群体的影响划分为三个维度:信息性影响、价值性影响和互动性影响。互动性是网红参照群体的一大特性。网红参照群体通过社交媒体平台与消费者进行及时的沟通和互动,向消费者传达美好生活方式的同时,以产品专家和朋友的身份对消费者产生影响。(2)本文基于体验视角,引入CEV模型,摆脱以往研究采用单一中介或基于理性消费视角下的认知-影响-行为(CAB)影响机制,并通过采用PROCESS多平行中介对收集的数据进行分析,结果发现CEV起到完全中介的作用。(3)网红参照群体的三个维度均对消费者购买意愿产生正向影响,在CEV模型的中介作用影响下,互动性对消费者购买意愿的影响最大。本文通过探讨网红参照群体对消费者购买意愿的影响机制,指出企业可以借鉴网红参照群体的营销方式来进行营销升级,增强企业与消费者之间的互动,从而提升消费者的购买意愿。消费者藉此也可以理解网红营销的机理,理性消费,具有一定的理论价值和现实意义。
[Abstract]:The popularity of the mobile Internet has led to a new marketing model. The emergence of Internet popularity has changed the traditional media delivery. The one-way transmission of celebrity spokesmen has been highly valued by the business community. In recent years, Internet Red once became the hot discussion object in marketing practice, and the academic circles paid more and more attention to it. But up to now, the academic circles have not carried on the thorough research to the net red reference group. Therefore, this article is based on the Taobao shop, Taking Taobao red reference group as the research object, this paper first discusses the difference between the net red reference group and the previous reference group, defines the concept and the dimension of the net red reference group, and based on the perspective of consumption experience. Based on the cognitive emotion-perceived value (CEV) model as an intermediary, this paper explores the internal mechanism of the influence of the internet celebrities reference group on consumers' purchase intention. This paper takes the stimulation response model as the theoretical framework. Under the stimulation of the internet red reference group, the effect on consumers' willingness to buy was finally realized by means of cognition, emotion and perceived value (CEV). The main conclusions are as follows: 1) the influence of net red reference group is divided into three groups. Dimension: informational impact, Value impact and interactive impact. Interactivity is a major feature of the Internet Red reference group, which communicates and interacts with consumers through social media platforms in a timely manner to convey a better way of life to consumers. (2) based on the experience perspective, this paper introduces CEV model to get rid of the cognitive-influence behavior influence mechanism in the perspective of single medium or rational consumption. By using PROCESS multi-parallel intermediary to analyze the collected data, it is found that the three dimensions of CEV play a full intermediary role. The three dimensions of net red reference group all have a positive impact on consumers' willingness to buy, under the influence of the intermediary effect of CEV model. This paper discusses the influence mechanism of internet red reference group on consumers' purchase intention, and points out that enterprises can use the marketing mode of net red reference group for marketing upgrade. It is of theoretical value and practical significance for consumers to understand the mechanism and rational consumption of internet red marketing by enhancing the interaction between enterprises and consumers.
【学位授予单位】：深圳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.55

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