网红营销者特性对大学生社会责任感的影响研究:职业观和消费观的中介作用

Characteristics of internet celebrity marketers affect social responsibility among college students:the mediating role of vocational outlook and consumption view

目的研究网红营销者对大学生群体职业观和消费观的影响。方法采用基于已有的理论及量表优化设计的网红营销者特性量表、大学生的消费观和职业观量表、社会责任感量表,对九江学院大学生群体进行问卷调查。结果(1)网红营销者特性影响大学生社会责任感,尤其网红营销者特性中的专业性和知名度显著影响大学生社会责任感;(2)职业观在网红营销者特性对社会责任感的影响关系中存在中介作用。结论网红营销者在带来经济效益的同时,要加强对社会责任感意识的重视,以自己的实际行动来正确地引导大学生树立正确的职业观和消费观。

Objective To identify whether the characteristics of internet cerebrity marketers have an impact on college students.Methods A questionnaire survey was conducted among a group of Jiujiang University college students by using the Internet Cerebrity Marketers Characteristics Scale,College Students Consumption View and Vocational Outlook Scale,and Social Responsibility Scale which were designed and modified according to currently established theories and available scales.Results(1)The social responsibility of these college students was influenced by the characteristics of internet celebrity marketers;more intensely in particular,by the professionalism and popularity as parts of these characteristics.(2)The vocational outlook had a mediating role in the relationship between characteristics of internet celebrity marketers and the social responsibility.Conclusion In their dedication to boosting the economy,internet celebrity marketers should stick more to their own social responsibility,and recognize that their proper practice would guide establishment of healthy vocational outlook and consumption view among college students.