网红电商消费者重复购买意愿的影响因素研究

Research on Consumers' Willingness to Repeat Purchases under the Circumstance of Wanghong Economy

"时尚网红+平台电商"的网络营销模式将网络社交资源与个人形象力变现,释放出巨大的网红经济价值,但网红经济模式的可持续性一直受到社会各方的质疑。本文运用实证方法对网红经济环境下消费者重复购买的影响因素进行分析。本文的结论认为,网红电商特征和网红个体特征只是能够提升消费者的满意度。准社会关系只会增加消费者的满意度,而不会直接产生购买意愿。网红电商产品质量和网红个人专业性有助于在消费者与店铺之间建立信任关系,进而引导重复购买意愿。消费者的信任与满意才是主导长期消费的核心基础。电商在进行网红营销时,要注重网红销售专业能力和价值观与产品特征的适配度。

the network marketing mode of "fashion Wanghong& platform e-commerce" will bring the network social resources and personal image into reality, and release the huge economic value of the Wanghong, but the sustainability of the Wanghong economic model has been questioned by all social parties. This paper uses empirical method to analyze the influencing factors of consumers' repurchase in Wanghong economy. The conclusion of this paper is that Wanghong shop characteristics and Wanghong individual characteristics can just improve consumers' satisfaction. Quasi social relations only increase consumer satisfaction, but not directly incentive purchase. Wanghong shop product quality and Wanghong personal expertise help to establish trust relationship between consumers and shops, and then incentive repurchase. Consumer trust and satisfaction are the core basis for long-term consumption. When undertaking the online marketing, online retailers should pay attention to the matching degree between the professional competence, the value of Wanghong sales and the characteristics of commodities.