网红直播营销对大学生从众消费行为影响的实证研究

Research on the Influence Factors of Online Celebrity Live Marketing on College Students'Conformity Consumption Behavior

本文基于SOR模型、认同感理论,建立网红直播营销对大学生从众消费行为的影响因素研究模型,包含网红主播营销过程的主播专业度、主播与其推广产品的契合度、直播间互动性、消费者认同感、从众消费行为5个变量。利用相关调查研究和数据分析,检验了网红主播营销过程中主播专业度、主播与推广产品的契合度、直播间互动性和消费者认同感对于大学生从众消费行为是否存在影响及其影响程度,并检验大学生消费者产生的认同感在网红主播营销过程和从众消费行为之间的中介效应。

Based on SOR model and sense of identity theory,this paper establishes a research model of influencing factors of Internet celebrity live broadcast marketing on college students'conformity consumption behavior,including five variables:anchor professionalism in the marketing process of Internet celebrity anchors,the fit degree of anchors and their promotional products,interactivity of broadcast,consumer identity and conformity consumption behavior.Based on relevant survey research and data analysis,this paper examines whether the professional degree of Internet celebrity anchors,the fit degree of anchors and promotional products,the interactivity of broadcast and consumer identity in the marketing process of Internet celebrity anchors have any influence on the conformity consumption behavior of college students and the degree of influence,and also examines the mediating effect of the sense of identity generated by college students on the marketing process of Internet celebrity anchors and the conformity consumption behavior.