微商信息源特性对消费者购买意愿的影响研究

Microboss's Source Characteristics on Consumer's Purchase Intention

根据移情效应和态度改变模型,分析了微商信息源特性对其朋友圈好友购买意愿的影响。建立了微商信息源特性(可信性、专业性和吸引力)、消费者广告态度和消费者购买意愿模型,引入消费者卷入度作为调节变量,对402个有效样本进行结构方程分析。研究发现:微商特性中专业性和吸引力两个特性对消费者广告态度和购买意愿有显著的正向影响作用,而可信性影响不显著;消费者广告态度在路径中显示出部分中介作用。基于研究结论,微商应该着重提升个人对于产品的了解程度以及对专业知识的储备量,并且通过丰富自己的生活或培养优良的兴趣以增加个人吸引力。

This paper examines the impact of Microboss^s source characteristics on consumer＇s purchase inten- tion within the framework of the empathy effect and attitude change framework. We have built a model of Mi- croboss source characteristics （credibility, expertise and attraction）, consumer ＇s attitude towards advertise- ment, consumer＇s purchase intention and consumer involvement. 402 valid data samples from a questionnaire have been collected and analyzed with structural equations. The results show that two of Microboss＇s source characteristics （expertise and attraction） show significant positive impact on consumer＇s advertisement attitude and purchase intention, but the impact of credibility is not so significant; consumer＇s advertisement attitude plays an intermediary role in the process. The research implications seem to be that Microbosses should en- hance their professional knowledge of the products they sell and their individual charisma through enriching their life or developing good personal interests.