本文關(guān)鍵詞： 網(wǎng)紅參照群體 互動(dòng)性 認(rèn)知-情緒-感知價(jià)值(CEV) 購(gòu)買意愿　出處：《深圳大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：移動(dòng)互聯(lián)網(wǎng)的普及帶動(dòng)了新興的營(yíng)銷模式,網(wǎng)紅的出現(xiàn)改變了傳統(tǒng)媒體投放、請(qǐng)明星代言人的單向傳播方式,得到企業(yè)界的高度重視。近幾年,網(wǎng)紅一度成為營(yíng)銷實(shí)踐中的熱點(diǎn)討論對(duì)象,學(xué)術(shù)界對(duì)網(wǎng)紅的關(guān)注也與日俱增。但至今,學(xué)術(shù)界還沒有針對(duì)網(wǎng)紅參照群體進(jìn)行深入的研究。因此,本文立足于淘寶店鋪,以淘寶網(wǎng)紅參照群體為研究對(duì)象,先通過探討網(wǎng)紅參照群體與以往參照群體的差異,對(duì)網(wǎng)紅參照群體進(jìn)行概念界定和維度的劃分。并基于消費(fèi)體驗(yàn)視角,以認(rèn)知-情緒-感知價(jià)值(CEV)模型為中介,探討網(wǎng)紅參照群體影響消費(fèi)者購(gòu)買意愿的內(nèi)在機(jī)制。本文以刺激反應(yīng)(S-O-R)模型為理論框架,研究在網(wǎng)紅參照群體的刺激下(S),通過認(rèn)知-情緒-感知價(jià)值(CEV)的機(jī)體(O),最終實(shí)現(xiàn)對(duì)消費(fèi)者購(gòu)買意愿的影響(R)。主要研究結(jié)論如下:(1)網(wǎng)紅參照群體的影響劃分為三個(gè)維度:信息性影響、價(jià)值性影響和互動(dòng)性影響。互動(dòng)性是網(wǎng)紅參照群體的一大特性。網(wǎng)紅參照群體通過社交媒體平臺(tái)與消費(fèi)者進(jìn)行及時(shí)的溝通和互動(dòng),向消費(fèi)者傳達(dá)美好生活方式的同時(shí),以產(chǎn)品專家和朋友的身份對(duì)消費(fèi)者產(chǎn)生影響。(2)本文基于體驗(yàn)視角,引入CEV模型,擺脫以往研究采用單一中介或基于理性消費(fèi)視角下的認(rèn)知-影響-行為(CAB)影響機(jī)制,并通過采用PROCESS多平行中介對(duì)收集的數(shù)據(jù)進(jìn)行分析,結(jié)果發(fā)現(xiàn)CEV起到完全中介的作用。(3)網(wǎng)紅參照群體的三個(gè)維度均對(duì)消費(fèi)者購(gòu)買意愿產(chǎn)生正向影響,在CEV模型的中介作用影響下,互動(dòng)性對(duì)消費(fèi)者購(gòu)買意愿的影響最大。本文通過探討網(wǎng)紅參照群體對(duì)消費(fèi)者購(gòu)買意愿的影響機(jī)制,指出企業(yè)可以借鑒網(wǎng)紅參照群體的營(yíng)銷方式來進(jìn)行營(yíng)銷升級(jí),增強(qiáng)企業(yè)與消費(fèi)者之間的互動(dòng),從而提升消費(fèi)者的購(gòu)買意愿。消費(fèi)者藉此也可以理解網(wǎng)紅營(yíng)銷的機(jī)理,理性消費(fèi),具有一定的理論價(jià)值和現(xiàn)實(shí)意義。
[Abstract]:The popularity of the mobile Internet has led to a new marketing model. The emergence of Internet popularity has changed the traditional media delivery. The one-way transmission of celebrity spokesmen has been highly valued by the business community. In recent years, Internet Red once became the hot discussion object in marketing practice, and the academic circles paid more and more attention to it. But up to now, the academic circles have not carried on the thorough research to the net red reference group. Therefore, this article is based on the Taobao shop, Taking Taobao red reference group as the research object, this paper first discusses the difference between the net red reference group and the previous reference group, defines the concept and the dimension of the net red reference group, and based on the perspective of consumption experience. Based on the cognitive emotion-perceived value (CEV) model as an intermediary, this paper explores the internal mechanism of the influence of the internet celebrities reference group on consumers' purchase intention. This paper takes the stimulation response model as the theoretical framework. Under the stimulation of the internet red reference group, the effect on consumers' willingness to buy was finally realized by means of cognition, emotion and perceived value (CEV). The main conclusions are as follows: 1) the influence of net red reference group is divided into three groups. Dimension: informational impact, Value impact and interactive impact. Interactivity is a major feature of the Internet Red reference group, which communicates and interacts with consumers through social media platforms in a timely manner to convey a better way of life to consumers. (2) based on the experience perspective, this paper introduces CEV model to get rid of the cognitive-influence behavior influence mechanism in the perspective of single medium or rational consumption. By using PROCESS multi-parallel intermediary to analyze the collected data, it is found that the three dimensions of CEV play a full intermediary role. The three dimensions of net red reference group all have a positive impact on consumers' willingness to buy, under the influence of the intermediary effect of CEV model. This paper discusses the influence mechanism of internet red reference group on consumers' purchase intention, and points out that enterprises can use the marketing mode of net red reference group for marketing upgrade. It is of theoretical value and practical significance for consumers to understand the mechanism and rational consumption of internet red marketing by enhancing the interaction between enterprises and consumers.
【學(xué)位授予單位】：深圳大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F713.55

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