网红带货感知风险对购买意愿的影响——有调节的中介模型

A Study on the Influence of Perceived Risk on Purchase Intention for Influencer Marketing——A Moderated Intermediary Model

作为一种新兴的网购模式,由于具有网络购物的便利性且能在网红直播时或商品橱窗购买,网红带货受到了消费者的认同和喜爱。但在网红带货过程中,消费者也面临着一些购买风险,而风险的高低直接关系着消费者持续购买意愿的形成。基于消费者视角,对消费者网红带货感知风险与购买意愿间关系进行的分析验证了善因认同的调节效应以及消费者信任的中介效应,研究表明,网红带货感知风险对消费者购买意愿存在显著负向影响;网红带货感知风险对消费者信任存在负向影响,消费者信任对购买意愿存在显著正向影响,消费者信任起部分中介作用;善因认同起调节作用,即消费者善因认同程度越高,越可能降低网红带货感知风险对其信任的负面影响。网红应通过提供优质且性价比高的产品、及时且安全的物流配送、优质的售后服务等方式来降低消费者的感知风险,使消费者形成较高的信任度,积极并适度进行善因营销,以提高消费者信任及其购买意愿;使用大数据等手段对消费者进行精准营销,快速对接目标消费者,促使流量有效变现,提高营销精准度和经济效益。

Influencer marketing is a new online shopping mode.Because of the convenience of online shopping and the goods or service that can be purchased in the online live broadcast or in the display window,influencer marketing has been recognized and loved by consumers,and its popularity among consumers is increasingly developing,which is a phenomenon worthy of attention.While during this process,consumers are facing some risks;and the level of risks will have direct impact on consumers’sustainable purchasing intention.From the perspective of consumers,the authors use empirical research methods to analyze the relationship between perceived risk and purchase intention of influencer marketing,and successively document the moderating effect of causerelated identification and the mediating effect of consumer’s trust.The results suggest that:perceived risk of influencer marketing has a significant negative impact on consumers’purchase intention;perceived risk of influencer marketing has a negative impact on consumer trust,while consumer trust has a significant positive impact on purchase intention,and consumer trust plays a partial mediating role;and cause-related identification plays a moderating role,namely the higher the degree of consumers’cause-related identification is,the more negative impact of perceived risk on their trust can be reduced.Based on this,the authors put forward some suggestions:first,the influencers should reduce the perceived risk of consumers by providing high-quality and high-costeffectiveness products and services,timing and safe logistics,and high-quality after-sale service,which will enhance customers’trust,and actively and effectively adopt cause-related marketing strategy to enhance the customers’trust and purchase intention;and second,they should utilize big data to carry out targeted marketing,quickly connect with target consumers,effectively convert the consumer flow into cash quickly and effectively,and promote marketing accuracy and economic profits.