明星微博营销对网络消费者彩妆购买行为影响的实证分析

Empirical Analysis on the Influence of Celebrities’ Micro-blog Marketing on Online Shoppers’ Behavior of Buying Cosmetics

从明星作为彩妆意见领袖通过微博平台助力企业网络营销的角度出发,构建明星微博营销对网络消费者彩妆购买行为影响模型,通过开展问卷调查,并对回收数据进行统计分析,以验证研究假设,进而根据实证分析结论提出促进网络消费者彩妆购买行为的建议,为彩妆企业提供参考借鉴。

Examining the celebrities’ doing online marketing on their micro-blog for the enterprises, this paper builds the model of online shoppers’ behavior of buying cosmetics influenced by celebrities’ micro-blog marketing. It carries out investigation by questionnaire and did statistical analysis on the data from the questionnaire to prove the hypothesis, by which it puts forward suggestions on the promotion of the shopper’s buying for reference of the enterprises.