电商网红自我呈现对消费者购买行为的影响及其机制研究

Research on the Influence and Mechanism of Self Presentation of E-commerce Online Celebrities on Consumers’Purchase Behavior

网红的自我呈现有利于获取粉丝支持、累积社会资源。基于自我呈现理论将电商网红的自我呈现划分为网红活跃度和网红内容表现力两个维度,探讨电商网红自我呈现对消费者购买行为的作用机制。通过2019年1月—2019年8月的网红面板数据实证分析,得出结论:第一,网红活跃度正向影响消费者购买行为;第二,网红活跃度通过增强粉丝热忱促进消费者购买;第三,内容表现力在粉丝热忱影响消费者购买行为中起调节作用。

The self presentation of online celebrities have contributed to obtaining fans’support and accumulating social resources.This paper divides the self presentation of e-commerce online celebrities into two dimensions based on the self presentation theory:activity and content expressiveness.Then this research explores the mechanism of self presentation of e-commerce online celebrities on consumers’purchase behavior.Analyzing the online celebrities panel data from January 2019 to August 2019,the results show that the activity of online celebrities positively affects the consumer’s purchase behavior;the activity of online celebrities promotes consumers’purchase behavior by enhancing fans’enthusiasm;the content expressiveness plays a moderating role in the influence of fans’enthusiasm on consumers’purchase behavior.