网红营销对消费者购买行为影响调查研究

Research on the Influence of Internet Celebrity Marketing on Consumers'Buying Behavior

伴随“互联网+”概念的深入人心和自媒体的迅速兴起,网红已成为自媒体时代网络经济发展中不可小觑的重要力量,“网红大军”在引领消费时尚的同时还极大地促进了消费者的购买欲望。本文以网红营销为研究对象,主要针对网红博主所处的社会背景和广告营销策略展开研究,基于文献研究和问卷调研数据,分析网红营销对消费者购买行为的具体影响过程和作用机理。研究表明,网红借助于直播这一营销方式,既有效的提高了销售额,也增强与消费者的互动交流。本文研究结论将对相关企业决策提供有益的决策支持和策略指导。

With the popularization of the"Internet+"concept and the rapid rise of self-media,Internet celebrities have become an important force that cannot be underestimated in the development of the network economy in the self-media era.The"Internet celebrity army"is leading the consumer fashion while also greatly promote consumers'desire to buy.This article takes Internet celebrity marketing as the research object,mainly focusing on the social background and advertising marketing strategies of the Internet celebrity bloggers.Based on literature research and questionnaire survey data,it analyzes the specific process and effect of online celebrity marketing on consumer buying behavior.mechanism.Studies have shown that with the help of live broadcast,Internet celebrities can effectively increase sales and enhance interaction with consumers.The research conclusions of this paper will provide useful decision support and strategic guidance for relevant enterprise decision-making.