影响力营销:购买意愿及其影响因素

IF 3.6 3区 管理学 Q2 BUSINESS
Yi Li, Yan Peng
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引用次数: 34

摘要

目的本研究探讨了社交媒体影响者影响目标消费者购买其内容中发布的某个品牌的途径。设计/方法/方法利用中国510名微博用户的样本,在Lisrel 8.8统计软件中通过结构方程建模(SEM)对概念模型进行了测试。研究结果本研究检验了影响者的来源特征会刺激消费者的积极态度(形象满意度和/或广告信任),进而影响消费者的购买意愿。影响者的专业知识、独创性和同质性对消费者的两种态度产生了积极影响。吸引力只会对形象满意度产生正向影响,互动性只会对广告信任产生正向影响。此外,本研究还验证了消费者自我品牌连接在两种态度和购买意愿之间的中介作用。独创性/价值通过区分消费者的两种不同态度,并结合消费者的自我品牌联系,我们提出了一个完整的基于沟通-说服矩阵的影响力营销整体机制的理论框架。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Influencer marketing: purchase intention and its antecedents
PurposeThis research explores the path that social media influencers affect target consumers to purchase a certain brand posted in their contents.Design/methodology/approachUsing a sample of 510 Weibo users in China, the conceptual model is tested by structural equation modeling (SEM) in Lisrel 8.8 statistical software.FindingsThis study examined that influencers' source characteristics stimulate consumers' positive attitudes (image satisfaction and/or advertising trust), in turn affect consumers' purchase intention. The expertise, originality and homophily of influencers positively affect two attitudes of consumers. The attractiveness only positively affects image satisfaction, and the interactivity only positively affects advertising trust. Besides that, this study also verified the mediating role of consumers' self-brand connection between the two attitudes and purchase intentions.Originality/valueBy distinguishing two different attitudes of consumers and incorporating consumers' self-brand connection, we proposed a complete theoretical framework for the overall mechanism of influence marketing based on communication–persuasion matrix.
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来源期刊
CiteScore
8.00
自引率
9.10%
发文量
64
期刊介绍: Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.
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