网红主播借助直播平台与受众进行实时互动,在传递产品信息和品牌形象的同时,可以增强受众对产品的信任感,进而影响消费者品牌态度。已有研究成果都主要聚焦于网红信息源特性与购买意愿之间关系的研究,尚缺乏有关网红直播带货对品牌态度影响机制的探讨。笔者基于信任理论和参照群体理论,以通过问卷调查所收集的数据,采用结构方程模型进行实证研究,探讨了网红直播带货对消费者品牌态度的影响机制。研究发现:网红直播带货的专业性、匹配度和关系强度均对消费者信任有显著促进作用,而且专业性和匹配度对品牌态度有积极影响;通过网红直播传达品牌的相关信息,会影响消费者的品牌态度,在此过程中消费者信任起到中介作用;感知质量则在消费者信任和品牌态度的关系中起到负向调节作用。本研究通过构建网红直播带货与品牌态度关系的理论框架,以网红直播带货与消费者信任的关系为切入点展开分析,拓展了社会化媒体营销模式的理论研究,有助于管理者从专业性和匹配度等维度理解网红直播带货的的复杂效应,从而精准筛选网红,提升消费者黏性和品牌形象。
Abstract
Web celebrity anchors interact with the audience in real time with the help of live streaming platform.While transmitting product information and brand image,web celebrity anchors can enhance the audience's trust in the product,thus influence the brand attitude.Existing studies mainly focus on the relationship between the characteristics of web celebrity information source and purchase intention,but there is still a lack of research on the influence mechanism of web celebrity live streaming on brand attitude.Based on the trust theory and the reference group theory,the author collects and analyzes the data through questionnaire survey,conducts an empirical study using the structural equation model,and discusses the influencing mechanism of web celebrity live streaming on consumers' brand attitude.The research finds that the professionalism,matching degree and relationship strength of web celebrity live broadcast have a significant promotion effect on consumer trust,and professionalism and matching degree have a positive impact on brand attitude.Through web celebrity live broadcast,relevant information of the brand will be conveyed,which will affect the brand attitude of consumers.In this process,consumer trust plays an intermediary role.Perceived quality plays a negative moderating role in the relationship between consumer trust and brand attitude.By constructing a theoretical framwork of the relation between the web celebrity live taking goods and brand attitude,we take the relation between the web celebrity live taking goods and consumer trust as the breakthrough point to analyze.We expand the study of the theory of the social media marketing mode,help managers to understand from the degree of professionalism and matching dimension web celebrity live with the complex effect of the goods,thus accurate screening web celebrity,increase the viscosity and consumer brand image.
关键词
网红直播 /
消费者信任 /
品牌态度 /
感知质量 /
社交媒体平台
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Key words
Web celebrity live /
Consumer trust /
Brand attitude /
Perceived quality /
Social media platform
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脚注
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基金
国家社会科学基金项目“基于CAS范式的装备制造产业集群创新网络形成与演化机理研究”(项目编号:15BGL207);河南省高等学校人文社会科学重点研究基地资助项目(教社科[2013]858)。
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