社会化媒体中意见领袖对大学生群体网购意愿的影响研究

发布时间：2018-03-11 02:33

本文选题：社会化媒体　切入点：意见领袖　出处：《广州大学》2017年硕士论文　论文类型：学位论文

【摘要】：近年来社会化媒体发展迅速,互联网平台泛社交化特征明显,各种应用的深入也为意见领袖提供了影响扩散的平台。意见领袖凭借着自身的知名度、专业能力及乐于分享的性格等特征,得到许多受众的认可,并成为他们的重要信息来源。在这种形式下,意见领袖对其他用户是否会产生网购意愿的影响?本文研究背景为社会化媒体平台,研究内容是意见领袖对大学生群体的网购意愿的影响力,研究视角为接收信息的三个构面,即信息的传播者、信息的接收者以及信息的自身特征三个构面,通过考察大学生群体对意见领袖的信任的影响因素,进而考察信任对消费者的购买意愿的影响,并提出意见领袖影响力的概念模型。本文首先对社会化媒体、意见领袖、网购意愿等相关的文献进行了梳理,明确了相关的概念和范畴,根据研究问题和理论综述,构建了意见领袖影响力的概念模型,在概念模型的基础上明确变量,设计测量量表,随后采用调查问卷的研究方法收集样本数据。收集数据后及时进行数据分析,主要是描述性统计分析,对意见领袖特征和关系变量等影响因素进行验证,得出主要结论:社会化媒体中,意见领袖的知名度、专业能力会直接影响到大学生消费群体的购买意愿,并呈现显著的正相关关系。社会化媒体中,意见领袖传播信息的特征对信息传播效果具有显著影响,推荐信息的形式多样,图文并茂或视频等可读性的信息形式会对信息传播带来积极影响,对购买意愿的说服有加强的作用。信任作为中间变量影响因素,对购买意愿的影响效果可以产生直接的影响,并呈现显著的正相关,大学生群体对社会化媒体中的意见领袖越信任,越容易受到其推荐信息的影响,进而产生购买意愿。
[Abstract]:In recent years, social media has developed rapidly, Internet platforms have become more social, and the depth of various applications has provided a platform for opinion leaders to influence proliferation. Opinion leaders rely on their own popularity. Characteristics such as professionalism and shared personality are recognized by many audiences and become an important source of information. In this form, do opinion leaders have an impact on other users' willingness to buy online? The research background of this paper is the social media platform, the research content is the influence of opinion leaders on college students' online shopping willingness, the research angle of view is the three facets of receiving information, that is, the communicator of information. By examining the influence factors of college students' trust in opinion leaders, and then investigating the influence of trust on consumers' willingness to buy, the information receiver and the information's own characteristics are discussed in this paper. This paper firstly combs the relevant literature of social media, opinion leaders, online shopping willingness, and clarifies the relevant concepts and categories, according to the research questions and theoretical review, this paper puts forward the conceptual model of opinion leaders' influence on social media, opinion leaders, online shopping willingness, and so on. The concept model of opinion leaders' influence is constructed, the variables are defined on the basis of the conceptual model, the measurement scale is designed, and then the sample data are collected by using the research method of questionnaire, and the data are analyzed in time after collecting the data. The main conclusions are as follows: the popularity of opinion leaders in social media, the characteristics of opinion leaders and the relationship variables are verified by descriptive statistical analysis, and the main conclusions are as follows: the popularity of opinion leaders in social media, Professional ability will directly affect the purchase intention of college students, and show a significant positive correlation. In social media, the characteristics of information dissemination by opinion leaders have a significant impact on the effect of information dissemination, and the form of recommended information is diverse. Readable forms of information, such as pictures and texts or videos, can have a positive impact on the dissemination of information and strengthen the persuasion of the purchase intention. As an intermediate variable, trust can have a direct impact on the effect of the purchase intention. The higher the trust of opinion leaders in social media, the more vulnerable they are to the influence of their recommendation information, and then to purchase intention.
【学位授予单位】：广州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;G645.5;G206

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