摘要
网络技术的去中心取向使得传统意见领袖的权威被消解,以“网络红人”为代表的新型意见领袖在营销领域凸显出来。针对网红带货这一备受热捧的新现象,本文以消费者感知体验为导向,采用探索性因子分析、验证性因子分析等方法建构出信效度优良的新型网络意见领袖商品推荐评价量表,最终确定选品考量、互动评价、内容质量、人物魅力、信任评估、感知风险、情感体验七个评价维度,并进一步探究各维度对用户互动意愿和购买意愿的作用效果。在此基础上,研究提出了改进网红营销策略的针对性建议。
The decentralized orientation of network technology has eliminated the authority of traditional opinion leaders.The new type of opinion leaders represented by Internet celebrities have highlighted their capabilities in the marketing field,and marketing strategies such as short video grassing and live streaming have developed rapidly.Aiming at the new phenomenon of online celebrities bringing goods,taking the consumer perception as the guide,we used exploratory factor analysis,confirmatory factor analysis and other methods to construct a new type of online opinion leader product recommendation evaluation scale with excellent reliability and validity.Finally we determined the seven evaluation dimensions of product selection consideration,interaction evaluation,content quality,character charm,trust evaluation,perceived risk,and emotional experience,and further explored the effect of each dimension on users’willingness to interact and purchase intention.Based on this,we put forward targeted suggestions for improving the internet celebrity marketing strategy.
作者
柳莹
曾秀芹
张宇婷
LIU Ying;ZENG Xiu-qin;ZHANG Yu-ting
出处
《新闻大学》
CSSCI
北大核心
2022年第12期107-120,125,共15页
Journalism Research
基金
中央高校基本科研业务费专项资金资助“后疫情时代青少年媒介使用的家庭干预研究”(2072021021)
关键词
新型意见领袖
网红营销
评价指标
量表创新
new type of key opinion leader
online celebrity marketing
evaluation indicators
scale innovation
作者简介
柳莹,厦门大学新闻传播学院博士研究生;通讯作者:曾秀芹,厦门大学新闻传播学院教授;张宇婷,厦门大学新闻传播学院硕士研究生。
