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论文编号：	14113
作者编号：	2120213336
上传时间：	2023/6/9 17:38:20
中文题目：	网红信息源特性及其对消费者忠诚的影响机制研究——基于认知信任和情感信任的中介作用
英文题目：	Research on the Characteristics of Online Celebrities Information Sources and Their Impact on Consumer Loyalty: Based on the Mediation of Cognitive Trust and Affective Trust
指导老师：	许晖
中文关键字：	网红信息源特性；认知信任；情感信任；消费者忠诚；
英文关键字：	Characteristics of online celebrity information sources; Cognitive trust; Affective trust; Consumer loyalty;
中文摘要：	社交媒体是网民用来管理其社交关系的工具和媒介，在社交媒体上，用户可以进行讨论、内容创造以及传播、交换信息。数据显示，2022年中国移动社交用户规模突破12亿人，随着社交媒体（如微信、微博、抖音、快手、小红书、哔哩哔哩等）的普及，出现了一种新的消费者影响力者——网红。网红经济就是网红在社交媒体上聚集人气，依托庞大的粉丝群体进行定向营销，从而将粉丝转化为购买力的过程。目前的对网红影响作用机制的研究主要集中在对网红与消费者购买品牌/产品行为的影响上，将消费者对广告的识别水平、消费者的的价值感知、网红与产品的一致性等因素作为研究对象。但网红之所以能对消费者的购买行为产生影响，核心是因为消费者与网红之间建立了准社会关系，因此网红能对消费者的行为施加影响。因此本文将网红与消费者之间的准社会关系的建立作为研究重点的，探究消费者建立对网红的忠诚机制。 本文从案例研究出发，选择了不同类型的三个网红作为案例分析的资料。通过总结分析能刺激消费者产生忠诚的网红信息源特性，归纳出具有普适性的网红信息源特性分类，并以此为实证分析的自变量。在实证研究部分，本文证明了网红的信息源特性会通过不同的心理路径来影响消费者忠诚。具体来说，网红的角色驱动属性（互动性和激励性）会刺激消费者产生情感信任，通过感性路径建立消费者忠诚；网红的内容驱动属性（专业性和有用性）会刺激消费者产生认知信任，通过理性路径建立消费者忠诚；网红的复合驱动属性（吸引力和真实性）会同时刺激消费者产生认知信任和情感信任，通过感性和理性双路径建立消费者忠诚。
英文摘要：	Social media is a tool and medium used by netizens to manage their social relationships. On social media, users can conduct discussions, create content, and disseminate and exchange information. Data shows that in 2020, the number of mobile social users in China will exceed 900 million. With the popularity of social media (such as WeChat, Weibo, Tiktok, Kwai, Little Red Book, Bilibili, etc.), a new kind of consumer influencers - online celebrities have emerged. The online celebrity economy is a process in which online celebrities gather popularity on social media and rely on a large fan base to conduct targeted marketing, thereby transforming fans into purchasing power. The current research on the impact mechanism of online celebrities mainly focuses on the impact of online celebrities and consumers' purchase behavior of brands/products, taking factors such as consumers' recognition level of advertising, consumers' value perception, and the consistency between online celebrities and products as research objects. However, the core reason why online celebrities can have an impact on consumers' purchasing behavior is that there is a quasi social relationship between consumers and online celebrities, so online celebrities can exert influence on consumers' behavior. Therefore, this article focuses on the establishment of quasi social relationships between online celebrities and consumers, and explores the loyalty mechanism of consumers to online celebrities. Starting from a case study, this article selects three different types of online celebrities as the data for the case study. By summarizing and analyzing the characteristics of online celebrity information sources that can stimulate consumers to generate loyalty, a universal classification of online celebrity information sources is summarized, and this is used as the independent variable for empirical analysis. In the empirical research section, this article proves that the information source characteristics of online celebrities can affect consumer loyalty through different psychological pathways. Specifically, the role-driven attributes (interactivity and motivation) of online celebrities can stimulate consumers to generate affective trust and establish consumer loyalty through emotional pathways; The content driven attributes (professionalism and usefulness) of online celebrities can stimulate consumers to generate cognitive trust and establish consumer loyalty through rational paths; The compound driving attributes of online celebrities (attractiveness and authenticity) can simultaneously stimulate consumers to generate cognitive trust and affective trust, establishing consumer loyalty through both emotional and rational pathways.
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