本文選題：社會化媒體　切入點(diǎn)：意見領(lǐng)袖　出處：《廣州大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：近年來社會化媒體發(fā)展迅速,互聯(lián)網(wǎng)平臺泛社交化特征明顯,各種應(yīng)用的深入也為意見領(lǐng)袖提供了影響擴(kuò)散的平臺。意見領(lǐng)袖憑借著自身的知名度、專業(yè)能力及樂于分享的性格等特征,得到許多受眾的認(rèn)可,并成為他們的重要信息來源。在這種形式下,意見領(lǐng)袖對其他用戶是否會產(chǎn)生網(wǎng)購意愿的影響?本文研究背景為社會化媒體平臺,研究內(nèi)容是意見領(lǐng)袖對大學(xué)生群體的網(wǎng)購意愿的影響力,研究視角為接收信息的三個(gè)構(gòu)面,即信息的傳播者、信息的接收者以及信息的自身特征三個(gè)構(gòu)面,通過考察大學(xué)生群體對意見領(lǐng)袖的信任的影響因素,進(jìn)而考察信任對消費(fèi)者的購買意愿的影響,并提出意見領(lǐng)袖影響力的概念模型。本文首先對社會化媒體、意見領(lǐng)袖、網(wǎng)購意愿等相關(guān)的文獻(xiàn)進(jìn)行了梳理,明確了相關(guān)的概念和范疇,根據(jù)研究問題和理論綜述,構(gòu)建了意見領(lǐng)袖影響力的概念模型,在概念模型的基礎(chǔ)上明確變量,設(shè)計(jì)測量量表,隨后采用調(diào)查問卷的研究方法收集樣本數(shù)據(jù)。收集數(shù)據(jù)后及時(shí)進(jìn)行數(shù)據(jù)分析,主要是描述性統(tǒng)計(jì)分析,對意見領(lǐng)袖特征和關(guān)系變量等影響因素進(jìn)行驗(yàn)證,得出主要結(jié)論:社會化媒體中,意見領(lǐng)袖的知名度、專業(yè)能力會直接影響到大學(xué)生消費(fèi)群體的購買意愿,并呈現(xiàn)顯著的正相關(guān)關(guān)系。社會化媒體中,意見領(lǐng)袖傳播信息的特征對信息傳播效果具有顯著影響,推薦信息的形式多樣,圖文并茂或視頻等可讀性的信息形式會對信息傳播帶來積極影響,對購買意愿的說服有加強(qiáng)的作用。信任作為中間變量影響因素,對購買意愿的影響效果可以產(chǎn)生直接的影響,并呈現(xiàn)顯著的正相關(guān),大學(xué)生群體對社會化媒體中的意見領(lǐng)袖越信任,越容易受到其推薦信息的影響,進(jìn)而產(chǎn)生購買意愿。
[Abstract]:In recent years, social media has developed rapidly, Internet platforms have become more social, and the depth of various applications has provided a platform for opinion leaders to influence proliferation. Opinion leaders rely on their own popularity. Characteristics such as professionalism and shared personality are recognized by many audiences and become an important source of information. In this form, do opinion leaders have an impact on other users' willingness to buy online? The research background of this paper is the social media platform, the research content is the influence of opinion leaders on college students' online shopping willingness, the research angle of view is the three facets of receiving information, that is, the communicator of information. By examining the influence factors of college students' trust in opinion leaders, and then investigating the influence of trust on consumers' willingness to buy, the information receiver and the information's own characteristics are discussed in this paper. This paper firstly combs the relevant literature of social media, opinion leaders, online shopping willingness, and clarifies the relevant concepts and categories, according to the research questions and theoretical review, this paper puts forward the conceptual model of opinion leaders' influence on social media, opinion leaders, online shopping willingness, and so on. The concept model of opinion leaders' influence is constructed, the variables are defined on the basis of the conceptual model, the measurement scale is designed, and then the sample data are collected by using the research method of questionnaire, and the data are analyzed in time after collecting the data. The main conclusions are as follows: the popularity of opinion leaders in social media, the characteristics of opinion leaders and the relationship variables are verified by descriptive statistical analysis, and the main conclusions are as follows: the popularity of opinion leaders in social media, Professional ability will directly affect the purchase intention of college students, and show a significant positive correlation. In social media, the characteristics of information dissemination by opinion leaders have a significant impact on the effect of information dissemination, and the form of recommended information is diverse. Readable forms of information, such as pictures and texts or videos, can have a positive impact on the dissemination of information and strengthen the persuasion of the purchase intention. As an intermediate variable, trust can have a direct impact on the effect of the purchase intention. The higher the trust of opinion leaders in social media, the more vulnerable they are to the influence of their recommendation information, and then to purchase intention.
【學(xué)位授予單位】：廣州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F724.6;G645.5;G206

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