用户生成内容中关键意见领袖对电子零售商品牌权益的影响

The Impact of Key Opinion Leaders in User-generated Contents on Brand Equity of E-retailers

伴随着Web 2.0催生的用户生成内容的发展,用户生成内容中的关键意见领袖成为连接消费者与电子零售商品牌的关键力量,许多企业致力于发掘与本品牌相匹配的优秀的关键意见领袖。在此情境下,正确识别关键意见领袖相关特征进而提升品牌权益成为当前理论研究的热点问题。文章通过用户生成内容中关键意见领袖的专业性、知名度、产品涉入度和交互性四个特征对电子零售商品牌权益的影响进行研究,运用SPSS24.0软件对数据进行分析。结果表明,用户生成内容中关键意见领袖的产品涉入度和交互性特性对电子零售商品牌权益产生显著正向影响,而关键意见领袖的专业性和知名度却未产生显著影响。此外,顾客忠诚度在用户生成内容中关键意见领袖与电子零售商品牌权益之间也起到了一定的中介作用。

With the development of user-generated content promoted by Wed2.0,key opinion leaders in user-generated content have become the key force connecting consumers and e-retailers’brands.Many enterprises are committed to exploring excellent key opinion leaders that match their brands.In this context,the correct identification of key opinion leaders and the promotion of brand equity has become a hot issue in current theoretical research.This paper studies the impact of four characteristics of key opinion leaders in user generated content,namely,professionalism,popularity,product involvement and interaction,on the brand equity of e-retailers,and uses SPSS24.0 software to analyze the data.The results show that the product involvement and interaction of key opinion leaders in user generated content have a significant positive impact on the brand equity of e-retailers,while the professionalism and popularity of key opinion leaders have no significant impact.In addition,customer loyalty also plays a mediating role between key opinion leaders in user generated content and brand equity of e-retailers.