网红模式下消费者购买意愿的影响因素研究

Research on the determinants of consumer purchasing intention under the internet celebrity model

通过调查问卷的形式实证研究网红对消费者行为的影响,总结出网红模式中消费者行为的主要特征。以网购消费者行为影响因素的相关文献为基础,构建网红店铺的消费者购买行为影响因素的多元回归模型,结果表明:产品品质、网店专业性和网红作用对网红店铺消费者购买行为的影响较大。基于此,进一步提出网红电商企业的发展方向:(1)重视产品与服务质量,提高核心竞争力;(2)建立私人定制式的生产线,满足消费个性化需求;(3)适当重视并发挥网红的关键意见领袖作用,培育企业品牌的粉丝群;(4)充分利用多渠道营销,借助多种社会化媒体平台,增强与消费者的互动,实施多渠道宣传推广,以适应消费者多渠道、碎片化的购物方式。

This paper investigates the impact of the intetnet celebrity on the consumer behavior through the form of quesJ tionnaire and summarizes the main characteristics of the consumer behavior in the internet celebrity model. Based on the litera- tures about the determinants influencing the behavior of online shoppers, this paper constructs a multiple regression model of the factors influencing consumers＇ purchasing behavior in internet celebrities＇ stores. The results show that the product quality, the specialization of online stores and the role of internet celebrity have a great influence on consumers＇ purchasing behavior. On this basis,we put forward the further development direction of internet celebrity e-commerce business：①emphasizing on the quality of products and services to improve the core competitiveness ;②setting up a private and customized production line to meet the individual needs of consumption;③paying appropriate attention to the role of the internet celebrity to increase the fan flow as key opinion leaders, nurturing the fan base of enterprise brand;④making full use of multi-channel marketing. The internet ce- lebrity e-commerce business can use a variety of social media platforms to enhance the interaction with the consumers and im- plement the multi-channel promotion so as to adapt to the consumers＇ multi-channel fragmentation of shopping.