网红在女装电商价格与销量中的调节作用分析

Analysis of the Moderating Effect of Online Celebrity on Women’s E-commerce Price and Sales

为了研究网红在产品价格与销量关系中所起的作用,以网红代言的女装电商为研究对象,首先利用因子分析法计算得出70位网红微博营销的综合得分(网红效用),再以产品价格为自变量、网红效用为调节变量、销量为因变量,运用线性回归分析法、简单斜率分析法得出,在低、中产品价格水平下,网红效用越高,销量越高,在高产品价格水平下,网红效用越高,销量越低。

In order to study the role of online celebrity in the relationship between the price and sales of womens wear women’s dress, this paper used factor analysis method to measure the comprehensive score of 70 online celebrities’ Microblog marketing(that is, online celebrity effect). The study took the product price as the independent variable, the online celebrity effect as the regulating variable, and the sales volume as the dependent variable. Linear regression analysis and simple slope analysis results show that, in the low and medium product price level, the sales volume inreases with the increase of online celebrity effect, while in the high price level the sales volume decreases with the increase of online celebrity effect.