微博意见领袖对都市女性消费的影响力研究

发布时间：2018-07-04 11:00

本文选题：都市女性 + 微博意见领袖　；参考：《吉林大学》2015年硕士论文

【摘要】：意见领袖的概念最早由著名社会学家、心理学家拉扎斯菲尔德在1940年提出的，自21世纪人类迈入信息时代后，媒介技术日趋多元化，信息的传播的主要途径也转移至互联网平台，微博自问世以来便受到大批网友的青睐，基于传统意见领袖特点而形成的微博意见领袖在重大事件、突发事件的舆论导向上发挥了重要作用，同时，他们的一言一行、举手投足，也对追求时尚、热爱潮流的都市女性消费产生了巨大影响。都市女性是现代社会消费的主力军，她们有较高的文化素养和经济基础，能够自主消费活动并乐于传播消费经验，容易受到大众媒体和广告的影响，而微博平台具有即时、便捷、自由的特点和庞大的用户群体，微博意见领袖的活跃与影响力成为互联网信息传播的新途径，网络电商的涌现和微博名人效应结合，使都市女性受到微博意见领袖有意识和无意识的引导做出有变化的消费行为，也启发了一部分企业开展微博营销。目前，对微博意见领袖的研究十分有限，本文将研究和关注的重点放在了微博意见领袖与都市女性消费的关系上，试图用意见领袖的传播理论的角度，，结合都市女性的消费心理特征，阐释微博意见领袖对都市女性消费产生的影响，以及这种影响产生、传播和发挥作用的过程。
[Abstract]:The concept of the opinion leader was first proposed by the famous sociologist and psychologist Lazarsfeld in 1940. Since the man entered the information age in twenty-first Century, the media technology became more and more diversified and the main way of information dissemination was transferred to the Internet platform. Since the micro-blog was asked, it has been favored by a large number of netizens, based on the traditional opinion. Micro-blog opinion leaders, formed by the features of the sleeves, play an important role in major events and public opinion guidance of emergencies. At the same time, their words and deeds have a great influence on the consumption of urban women who pursue fashion and love the trend.
Urban women are the main force of modern social consumption. They have high cultural quality and economic basis. They can consume activities independently and enjoy the experience of consumption. They are easily influenced by the mass media and advertising. While the micro-blog platform has the characteristics of instant, convenient, free and large user groups, and the active and influence of the micro-blog opinion leader Force has become a new way of Internet information dissemination. The emergence of Internet e-commerce and the combination of the micro-blog celebrity effect make urban women be subject to the conscious and unconscious guidance of micro-blog opinion leaders to make changes in consumption behavior, and also enlighten some enterprises to carry out micro-blog marketing.
At present, the research on the micro-blog opinion leader is very limited. This paper puts the focus on the relationship between the micro-blog opinion leader and the urban female consumption, and tries to explain the influence of the leader on the urban female consumption by combining the psychological characteristics of the urban women with the perspective of the communication theory of the opinion leaders and the consumer psychology of the urban women. This effect produces, spreads and plays a role.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F126;G206

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