影响者生成内容对消费者参与行为的影响研究

The Impact of Influencer⁃generated Content on Consumer Engagement

作为企业品牌营销的重要手段,社交媒体影响者营销为品牌传播带来巨大流量。本研究基于详尽可能性模型和说服知识模型,利用社交媒体平台真实数据,探究了影响者生成内容的四个核心因素对消费者参与行为的影响。结果表明,影响者生成内容的形式、内容享乐价值、推广激励及推广意图对消费者参与行为有显著的直接影响,即影响者发布以视频形式、高享乐价值、有推广激励或以品牌宣传为意图的推广内容更能激发消费者的点赞、评论和转发行为。此外,推广意图起着显著的调节作用,即当推广意图是品牌宣传时,视频形式(vs.图文形式)或有推广激励(vs.无推广激励)的影响者生成内容更能激发消费者的评论和转发行为,而当推广意图是销售转化时,高享乐价值(vs.低享乐价值)的影响者生成内容更能激发消费者的评论行为。

As an essential tool for corporate brand marketing,social media influencer marketing brings significant traffic to brand com⁃munication.Based on the Elaboration Likelihood Model and the Persuasion Knowledge Model,this study utilizes real data from social media platforms to investigate the impact of four core factors of influencer⁃generated content on consumer engagement behavior.The re⁃sults reveal that the format of influencer⁃generated content,contents’hedonic value,campaign incentives,and campaign intent all have significant direct effects on consumer engagement behavior.Specifically,influencer⁃generated content presented in video format,with high hedonic value,campaign incentives,or brand⁃promoting intention,is more likely to elicit consumers’likes,comments,and sha⁃ring behavior.These effects are further moderated by campaign intent.Specifically,posts using videos(vs.text⁃image)and campaign in⁃centives(vs.no incentives)are more effective in generating comments and sharing behavior when the intent is to promote brand,where⁃as posts high in hedonic value(vs.low hedonic value)are more effective in generating comments when the intent is to increase trials.