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网购消费的信息认知、感知价值和说服抵制——以意见领袖为例 被引量:3

Information perception, perceived value and persuasion resistance of online shopping——a case study of opinion leaders
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摘要 在如今电子商务时代,网购的意见领袖开始成为了消费指引的热门现象,意见领袖通过个人魅力、专业性以及客观性评估,为消费者的消费提供了优化的建议,也将成为品牌在社交媒体背景下的主流营销方式。然而,意见领袖的行为可能对消费者产生抵制情绪,这是可能来自于信息来源可信度、信息展示方式和信息价值,本文借助结构方程模型分析信息认知、感知价值和说服抵制的关系,并提出以下建议:首先,企业应当选择更开放式和数据化的社交媒体平台,选择意见领袖来评估商品特征。其次,意见领袖的信息传播方式应当高质量且简单明了。最后,意见领袖应当对输出内容具有一定客观性和准确性,对于不同的产品特征采用针对性的风格。
作者 张玲燕
出处 《商业经济研究》 北大核心 2018年第12期70-72,共3页 Journal of Commercial Economics
基金 2018年度河南省教育厅人文社会科学研究项目"‘互联网+’时代微信在品牌构建和传播中的应用研究"(2018-ZDJH-314)
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