“微名人”直播带货模式对消费者购买决策影响研究--基于拟社会互动理论

Research on the Impact of "Micro-celebrity" Live Streaming Mode on Consumers' Purchase Decisions——Based on the Theory of Quasi-social Interaction

在快速发展的移动互联网时代,社交媒体博主即微名人的崛起对于消费者的生活方式、互动模式以及消费行为等方面产生了深远的影响。在这一背景下,研究网络社交媒体中拟社会交往活动对于消费者购买意愿的作用显得尤为重要。本文旨在通过实证研究,分析数字化特征下的“微名人”带货模式与消费者购物行为之间的关系,并探讨社交网络中的拟社会互动对此关系的影响。

With the rapid development of social networks around the world,the rise of social media loggers,or micro celebrities,has had a profound impact on consumers'lifestyles,interaction patterns and consumption behaviour.In this context,it is particularly important to study the role of para-social interaction in social media on consumers'purchase intentions.The aim of this paper is to empirically analyse the relationship between the digital characteristics of"Micro-celebrity"and consumer shopping behaviour,and to explore the impact of para-social interaction in social networks.