摘要
通过网络平台走红的草根偶像,在各自擅长的领域具有相当的影响力。其中,在淘宝网开设了个人店铺的微博红人在流量变现经济模式中表现不凡。本研究以淘宝网红店主为研究对象,以网络消费者行为分析模型"AISAS模型"以及ABC消费态度理论为理论基础,构建微博营销影响因子对受众消费态度的影响模型。研究发现:内容相关性、网红个人魅力、品牌影响力、互动和评论因子能够对消费者认知和情感态度产生正向影响,并对购买意愿产生间接影响;与预期不同,有奖促销和互动性因子对消费者认知和情感态度均无正向影响;剔除有奖促销和互动性因子的修正模型具有更优的理论解释度。综合研究结果并针对网红的发展趋势,本研究提出红人品牌化、运营专业化、顾客情感化、平台中心化四大方向的应对策略。
Those grass-root idols, who spurt into popularity on Internet, have a tremendous impact in the fields they are adept at. In particular, those Weibo celebrities who have their own Taobao shops emerge under the economic model of traffic monetization. Taking celebrities＇ Taobao shops as the object of the research, based on online customers＇ behavior analytic AISAS model as well as ABC consumption attitudinal theory, it establishes the model of Weibo influential elements on customers＇ attitude. The empirical results are as follows. Elements such as content relevance, Interact celebrities＇ charm, brand influence, interaction and commentary elements have a positive impact on consumers＇ awareness and emotional attitude as well as have an indirect impact on buying intention. Differing from the hypotheses, award promotion and interaction elements have no positive impact on consumers＇ awareness and emotional attitude. Therefore, the correcting model excluding the award promotion and interaction elements has a relatively better theoretical explanation. Generally speaking, as for the developing trend of Intemet celebrities, the paper elaborates on four strategies i.e. celebrities brand-developing, operating professionalism, customers emotionalism and platforms centralism.
作者
燕道成
刘振
王淼
YAN Daocheng;LIU Zhen;WANG Miao
出处
《国际新闻界》
CSSCI
北大核心
2018年第7期62-78,共17页
Chinese Journal of Journalism & Communication
关键词
淘宝网红
微博营销
消费态度
影响
Taobao celebrities
Weibo marketing
Consumption attitude
Impact
