网红直播带货下消费者购买意愿的形成机制——基于扎根理论的分析

The Formation Mechanism of Consumers’ Purchase Intention under the Influencer Marketing——An Analysis based on Grounded Theory

网红直播带货备受消费者青睐是近年来值得关注的现象。运用扎根理论可构建网红直播带货下消费者购买意愿的形成机制框架模型,即消费者认知—消费者情感—消费者意动3个主范畴及其对应的9个子范畴。其中,认知维度包括网红特性和个人层面两个方面,提供网红信息源特性的横向参照以及个人层面的纵向参照;情感维度包括存在感和认同感两个方面,旨在展示网红直播带货给消费者带来的价值、情感,从而强化消费者的共同爱好和共同身份;消费者意动维度包括可以买一个范畴,它给消费者提供直接做法或建议,引导消费者产生购买意愿。基于此,网红主播应重视自己的流量优势和影响力,扮演好自身的角色,做到合法合规;消费者应保持头脑清醒,充分考虑自身实际需求,提升对网红主播、带货商品的辨识度,进行理性消费;品牌商应正视网红直播带货的作用,对网红主播的风格人设以及专业程度进行认真鉴别,而不能只看重流量和收入;监管部门应建立协同共治机制,对网红直播带货中虚假代言等乱象加大惩处力度,维护市场风清气正。

In recent years,it is a phenomenon worthy of attention that influencer marketing is favored by consumers. Based on the Grounded Theory,the authors construct a framework model for the formation mechanism of consumers’ purchase intention under the influencer marketing,which includes three main categories(namely consumer cognition,consumer emotion,and consumer intention),and nine corresponding sub-categories. Among them,the cognitive dimension includes two aspects:Internet celebrity characteristics and personal level,which provides us with the horizontal reference of Internet celebrity information source characteristics and the vertical reference of personal level;the emotional dimension includes such two aspects as existence and identity,which aims to demonstrates the value and emotion brought to consumers by influencer marketing,and this can strengthen consumers’ common interests and identity;and the motivation dimension includes only one aspect,i.e."just buy it",which provides consumers with direct practices or suggestions to guide consumers to generate purchase intention. Based on this,the authors put forward that:the influencers should pay more attention to the advantage of clout,do a good job in playing their roles,and behave in accordance with the law and regulations;the consumers should be sober-minded,fully consider their own demand,improve their understanding of influencers and the goods they sell,and become the rational consumers;brand owners should face the role of influencers,recognize the character setting and specialty level of these influencers,but not only pay attention to the clout and income;and the supervisors should formulate the coordinated governance mechanism,increase the punishment on cheating in marketing,and maintain the clean market.