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论文编号：	16121
作者编号：	2120243833
上传时间：	2026/6/8 15:11:22
中文题目：	短视频营销语境下感知企业家真实性对消费者网络口碑传播意愿的影响研究
英文题目：	A Study on the Effect of Consumers'' Perceived Authenticity of Entrepreneurs on Electronic Word-of-Mouth Intention in the Context of Short-Video Marketing
指导老师：	焦媛媛教授
中文关键字：	企业家前台化；感知真实性；网络口碑传播意愿；准社会关系；品牌信任
英文关键字：	Entrepreneur Front-stage Involvement; Perceived Authenticity; Electronic Word-of-Mouth Intention; Parasocial Relationship; Brand Trust.
中文摘要：	随着社交媒体传播逻辑由“品牌中心”转向“人格中心”，企业家逐渐从幕后管理者走向前台传播者，通过个人出镜、发声和互动直接参与品牌传播，成为影响消费者认知与评价的重要主体。企业家前台化传播已成为数字营销环境中一种具有重要研究价值的新兴现象。在企业家前台化传播过程中，消费者不仅会接触到企业家所传递的产品与品牌信息，还会通过其出镜方式、语言表达、人格呈现和互动表现形成对其真实性的整体判断。短视频平台已成为企业家进行前台化传播的主要渠道，其丰富的视觉表达和情境呈现为消费者感知企业家的真实性特征提供了充分的信息线索。在此背景下，探讨短视频营销语境下感知企业家真实性如何影响消费者网络口碑传播意愿，具有较强的理论意义与现实价值。 本研究基于SOR模型，将感知企业家真实性作为外部刺激变量，从真诚性、可见性、专业性和独特性四个维度进行分析，构建了感知企业家真实性影响消费者网络口碑传播意愿的理论模型，重点考察准社会关系与品牌信任的中介作用，以及社会临场感与产品涉入度的调节作用。本研究以短视频平台为研究情境，采用问卷调查与半结构化访谈相结合的方法收集数据。研究结果表明：（1）感知企业家真实性显著正向影响消费者网络口碑传播意愿，说明消费者越倾向于认为企业家真实可信，越容易产生分享、推荐和传播相关内容的意愿。（2）准社会关系和品牌信任在感知企业家真实性与网络口碑传播意愿之间发挥部分中介作用，即感知企业家真实性不仅能够直接影响消费者网络口碑传播意愿，还能够通过增强消费者与企业家之间的心理联结、提升消费者对品牌的信任，进一步促进网络口碑传播意愿的形成。（3）社会临场感正向调节感知企业家真实性对准社会关系的影响，产品涉入度正向调节感知企业家真实性对品牌信任的影响。（4）真诚性、可见性、专业性和独特性均能显著提升准社会关系和品牌信任，但仅专业性能够直接正向影响网络口碑传播意愿，其余维度主要通过中介路径起作用。 本文从企业家前台化传播视角拓展了感知企业家真实性与网络口碑的相关研究，丰富了企业家前台化传播影响消费者行为的理论机制研究，也为企业家优化前台化传播策略、品牌传播体系构建以及平台营造健康生态提供了依据。
英文摘要：	As the logic of social media communication shifts from “brand-centered” to “personality-centered,” entrepreneurs have gradually moved from behind-the-scenes managers to front-stage communicators, directly participating in brand communication through personal on-camera appearances, voice, and interaction, and becoming key actors influencing consumer perception and evaluation. This front-stage communication by entrepreneurs has emerged as a phenomenon of significant research value in the digital marketing environment. During this process, consumers are exposed not only to the product and brand information conveyed by entrepreneurs, but also form holistic judgments of their authenticity based on their on-camera style, verbal expression, personality presentation, and interactive behavior. Short-video platforms have become the primary channel for entrepreneurs' front-stage communication, and their rich visual expression and contextual presentation provide consumers with ample informational cues for perceiving the authenticity characteristics of entrepreneurs. Against this backdrop, exploring how perceived entrepreneurial authenticity influences consumers' electronic word-of-mouth (eWOM) intention in the context of short-video marketing carries strong theoretical significance and practical value. Grounded in the Stimulus-Organism-Response (SOR) model, this study treats perceived entrepreneurial authenticity as an external stimulus variable, analyzing it across four dimensions — sincerity, visibility, expertise, and distinctiveness — and constructs a theoretical model of how perceived entrepreneurial authenticity affects consumers' eWOM intention. The study focuses on examining the mediating roles of parasocial relationships and brand trust, as well as the moderating roles of social presence and product involvement. Using short-video platforms as the research context, data were collected through a combination of questionnaire surveys and semi-structured interviews. The findings indicate that: (1) Perceived entrepreneurial authenticity has a significant positive effect on consumers' eWOM intention, suggesting that the more consumers perceive an entrepreneur as authentic and credible, the more likely they are to share, recommend, and disseminate related content. (2) Parasocial relationships and brand trust partially mediate the relationship between perceived entrepreneurial authenticity and eWOM intention — that is, perceived entrepreneurial authenticity not only directly influences consumers' eWOM intention, but also further promotes eWOM intention by strengthening the psychological bond between consumers and the entrepreneur and by enhancing consumers' trust in the brand. (3) Social presence positively moderates the effect of perceived entrepreneurial authenticity on parasocial relationships, and product involvement positively moderates the effect of perceived entrepreneurial authenticity on brand trust. (4) Sincerity, visibility, expertise, and distinctiveness all significantly enhance parasocial relationships and brand trust; however, only expertise directly and positively affects eWOM intention, while the remaining dimensions operate primarily through mediating pathways. This study extends research on perceived entrepreneurial authenticity and eWOM from the perspective of entrepreneurs' front-stage communication, enriches the theoretical understanding of how such communication influences consumer behavior, and provides a basis for entrepreneurs to optimize their front-stage communication strategies, for brands to build more effective communication systems, and for platforms to cultivate healthier ecosystems.
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