网红营销要素对服装消费者购买意愿的影响
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摘要
网红营销对服装消费者购买意愿的影响研究具有一定的理论意义和实践价值。文章通过文献总结和理论分析,提出了相应的研究假设并构建逻辑模型,选择了合适的测量指标,基于问卷调研数据,采用因子分析和回归分析方法,分析了网红营销要素对购买意愿的具体影响。研究结果表明:网红形象要素、产品信息要素、促销互动要素、个性化服务要素及感知价值要素都正向影响服装消费者的购买意愿,其影响的重要性程度为感知价值要素>网红形象要素>个性化服务要素>促销互动要素>产品信息要素。由此,从消费者的角度提出对网红营销创新发展的策略。
The research about the influence of online celebrity marketing on the purchase intention of apparel consumers has certain theoretical significance and practical value. Through the literature summary and theoretical analysis, the paper put forward the corresponding research hypothesis and constructed the logical model, chose appropriate measurement indicators, used the factor analysis and the regression analysis method based on the questionnaire research data to analyze the specific influence of online celebrity marketing element on the purchase intention. The research results showed that: the factors of online celebrity image, product information, promotion and interaction, personalized service, and perceived value all influence the purchase intention of apparel consumers, and the importance of the influence is as follows: perceived value factor > factor of online celebrity image > personalized service factor > promotion and interaction factor> product information factor. From the perspective of the consumers, this paper put forward the strategy of innovation development of online celebrity marketing.
The research about the influence of online celebrity marketing on the purchase intention of apparel consumers has certain theoretical significance and practical value. Through the literature summary and theoretical analysis, the paper put forward the corresponding research hypothesis and constructed the logical model, chose appropriate measurement indicators, used the factor analysis and the regression analysis method based on the questionnaire research data to analyze the specific influence of online celebrity marketing element on the purchase intention. The research results showed that: the factors of online celebrity image, product information, promotion and interaction, personalized service, and perceived value all influence the purchase intention of apparel consumers, and the importance of the influence is as follows: perceived value factor > factor of online celebrity image > personalized service factor > promotion and interaction factor> product information factor. From the perspective of the consumers, this paper put forward the strategy of innovation development of online celebrity marketing.
引文
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[11]WYMER W, DROLLINGER T. Charity appeals using celebrity endorsers: celebrity attributes most predictive of audience donation intentions [J]. International Journal of Voluntary and Nonprofit Organizations, 2015, 26(6): 2694-2717.
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[14]魏萌, 张博. 新浪微博“网红”的微博内容特征及传播效果研究[J]. 情报科学, 2018, 36(2): 88-94.WEI Meng, ZHANG Bo. Exploring content characteristics influencing popularity of celebrities’ microblogs on Sina weibo [J]. Information Science,2018, 36(2): 88-94.
[15]梁欣萌. 网红品牌的营销策略与前景[J]. 国际公关, 2016(3): 60-65.LIANG Xinmeng. Marketing strategy and prospect of net red brand [J]. PR Magazine, 2016(3): 60-65.
[16]宋明蕊. 基于顾客让渡价值的网红营销策略分析[J]. 现代商业, 2017(30): 22-23.SONG Mingrui. Analysis of network Red marketing strategy based on customer transfer value [J]. Modern Business, 2017(30): 22-23.
[17]刘舒婷, 毛成吉, 李敏. 淘宝网个性化服务对用户服装购买持续使用的影响[J]. 东华大学学报(自然科学版), 2017, 43(2): 280-285.LIU Shuting, MAO Chengji, LI Min. Impact of personalized service on customer’s continuous usage of Taobao platform for clothing purchases [J]. Journal of Donghua University (Natural Science), 2017, 43(2): 280-285.
[18]POUSHNEH A, VASQUEZ-PARRAGA A Z. Discernible impact of augmented reality on retail customer’s experience, satisfaction and willingness to buy [J]. Journal of Retailing & Consumer Services, 2017, 34: 229-234.
[19]鲁成, 朱怡怡, 赵转叶, 等. 网络购物指标体系构建及其对消费者购买意愿的影响[J]. 丝绸, 2018,55(6): 45-51.LU Cheng, ZHU Yiyi, ZHAO Zhuanye, et al. The construction of online shopping index system and its influence on consumer purchase intention [J]. Journal of Silk, 2018,55(6): 45-51.
[20]刘宏, 黄小刚, 刘振涛, 等. B2C模式下网络消费者满意的研究[J]. 商业研究, 2004(18): 143-145.LIU Hong, HUANG Xiaogang, LIU Zhentao, et al. Study on Internet-consumer satisfaction under B2C pattern[J]. Commercial Research,2004(18): 143-145.
[21]PRICE, ARNOULD. Linking perceived service quality and service loyalty: a multi-dimensional perspective [J]. European Journal of Marketing, 1999,33(11/12): 1082-1106.
[22]DO-HYUNG Park, JUMIN Lee, INGOO Han. The effect of on-line consumer reviews on consumer purchasing intention: the moderating role of involvement[J]. International Journal of Electronic Commerce, 2007, 11(4):125-148.
[23]BRINBERG D, LUTZ R J. Perspectives on Methodology in Consumer Research[M]. New York: Springer, 1986.
[24]PATWARDHAN P, RAMAPRASAD J. Rational integrative model of online consumer decision making [J]. Journal of Interactive Advertising, 2005, 6(1): 2-13.
[25]MAYER K J, JOHN T B, MARGARET R. A proposed model of the descriptors of service process [J]. Journal of Services Marketing, 2003,17(6): 135-148.
[26]CRONIN J J, BRADY M K, HULT G T M. Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environment [J]. Journal of Retailing, 2000, 76(2): 193-216.
[2]中国网. UMITIME-网红营销大咖的深度思考[EB/OL]. (2016-11-07)[2018-07-10].https://www.baidu.com/link? url=SRtT_l0ZzkbmlaZh8RDx7DX0qwkgK5AaYbLJWUg1JAqow1BNZhfkr78wcY81i1pqjfqQiB2MGJ0FgFWgxQBZUyWSCKfCqDfFgyrDX47qQTC&wd=&eqid=f0f9c13f0002fc40000000055ba58f74.CHINA Net. UMITIME-Important Experts of Online Celebrity in Depth Thinking [EB/OL]. (2016-11-07)[2018-07-10].https://www.baidu.com/link?url=SRtT_l0ZzkbmlaZh8RDx7DX0qwkgK5AaYbLJWUg1JAqow1BNZhfkr78wcY81i1pqjfqQiB2MGJ0FgFWgxQBZUyWSCKfCqDfFgyrDX47qQTC&wd=&eqid=f0f9c13f0002fc40000000055ba58f74.
[3]周茂君, 宁馨怡. “网红”现象的三维视角解读[J]. 学习与实践, 2017(2): 133-140.ZHOU Maojun, NING Xinyi. A three-dimensional perspective on the phenomenon of “net red”[J]. Study and Practice, 2017(2): 133-140.
[4]胡冰淇. 浅析网红背后的“经济链”及其孵化公司的监管[J]. 新经济, 2016(14): 36-37.HU Bingqi. Analysis of the “Economic chain” behind the Internet Red man and the supervision of the incubation company [J]. New Economy, 2016(14): 36-37.
[5]任翀. 网红经济: 粉丝转化购买力[N]. 解放日报, 2015-09-01 (7).REN Chong. Internet Red economy: fans transform purchasing power [N]. Jiefang Daily, 2015-09-01 (7).
[6]周平. 自媒体时代的网红与网红经济[J]. 中外企业家, 2017(27): 4-6.ZHOU Ping. Since the media age of the Internet and the Internet Red person economy [J]. Chinese and Foreign Entrepreneurs,2017(27): 4-6.
[7]黄立志, 梁霄. 当前我国网红经济现象式微[J]. 中国商论, 2016(20): 8-10.HUANG Lizhi. LIANG Xiao. At present our country network popular person economy phenomenon decline [J]. China Journal of Commerce, 2016(20): 8-10.
[8]孙蕾. 新浪微博网红产品营销策略研究[D]. 大连: 大连理工大学, 2016.SUN Lei. Research on Marketing Strategy of Sina Weibo Network Red Man Product[D]. Dalian: Dalian University of Technology, 2016.
[9]吴宗霖. 系统性思考在网红电商营销中的应用研究:以网红服装电商为例[J]. 现代商业, 2017(9): 24-26.WU Zonglin. A study on the application of systematic thinking in E-commerce marketing of Internet Redman: take the E-quotient of online Redman clothing as an example [J]. Modern Business, 2017(9): 24-26.
[10]崔津津. “时尚网红”电商营销现状及其发展研究[D]. 太原: 山西大学, 2016.CUI Jinjin. Research on the Current Situation and Development of E-Commerce Marketing in Fashion Network Red Person [D]. Taiyuan: Shanxi University, 2016.
[11]WYMER W, DROLLINGER T. Charity appeals using celebrity endorsers: celebrity attributes most predictive of audience donation intentions [J]. International Journal of Voluntary and Nonprofit Organizations, 2015, 26(6): 2694-2717.
[12]江雪. 网红女装店铺“吾欢喜的衣橱”营销策略研究[D]. 南京: 南京大学, 2017.JIANG Xue. Research on the Marketing Strategy of “My Joy Wardrobe” in the Women’s Clothing Store of the Network [D]. Nanjing: Nanjing University, 2017.
[13]袁野. 网红营销分析及未来发展趋势[J]. 经济研究参考, 2017(54): 28-29.YUAN Ye. Marketing analysis and future development trend of network red person [J]. Review of Economic Research,2017(54): 28-29.
[14]魏萌, 张博. 新浪微博“网红”的微博内容特征及传播效果研究[J]. 情报科学, 2018, 36(2): 88-94.WEI Meng, ZHANG Bo. Exploring content characteristics influencing popularity of celebrities’ microblogs on Sina weibo [J]. Information Science,2018, 36(2): 88-94.
[15]梁欣萌. 网红品牌的营销策略与前景[J]. 国际公关, 2016(3): 60-65.LIANG Xinmeng. Marketing strategy and prospect of net red brand [J]. PR Magazine, 2016(3): 60-65.
[16]宋明蕊. 基于顾客让渡价值的网红营销策略分析[J]. 现代商业, 2017(30): 22-23.SONG Mingrui. Analysis of network Red marketing strategy based on customer transfer value [J]. Modern Business, 2017(30): 22-23.
[17]刘舒婷, 毛成吉, 李敏. 淘宝网个性化服务对用户服装购买持续使用的影响[J]. 东华大学学报(自然科学版), 2017, 43(2): 280-285.LIU Shuting, MAO Chengji, LI Min. Impact of personalized service on customer’s continuous usage of Taobao platform for clothing purchases [J]. Journal of Donghua University (Natural Science), 2017, 43(2): 280-285.
[18]POUSHNEH A, VASQUEZ-PARRAGA A Z. Discernible impact of augmented reality on retail customer’s experience, satisfaction and willingness to buy [J]. Journal of Retailing & Consumer Services, 2017, 34: 229-234.
[19]鲁成, 朱怡怡, 赵转叶, 等. 网络购物指标体系构建及其对消费者购买意愿的影响[J]. 丝绸, 2018,55(6): 45-51.LU Cheng, ZHU Yiyi, ZHAO Zhuanye, et al. The construction of online shopping index system and its influence on consumer purchase intention [J]. Journal of Silk, 2018,55(6): 45-51.
[20]刘宏, 黄小刚, 刘振涛, 等. B2C模式下网络消费者满意的研究[J]. 商业研究, 2004(18): 143-145.LIU Hong, HUANG Xiaogang, LIU Zhentao, et al. Study on Internet-consumer satisfaction under B2C pattern[J]. Commercial Research,2004(18): 143-145.
[21]PRICE, ARNOULD. Linking perceived service quality and service loyalty: a multi-dimensional perspective [J]. European Journal of Marketing, 1999,33(11/12): 1082-1106.
[22]DO-HYUNG Park, JUMIN Lee, INGOO Han. The effect of on-line consumer reviews on consumer purchasing intention: the moderating role of involvement[J]. International Journal of Electronic Commerce, 2007, 11(4):125-148.
[23]BRINBERG D, LUTZ R J. Perspectives on Methodology in Consumer Research[M]. New York: Springer, 1986.
[24]PATWARDHAN P, RAMAPRASAD J. Rational integrative model of online consumer decision making [J]. Journal of Interactive Advertising, 2005, 6(1): 2-13.
[25]MAYER K J, JOHN T B, MARGARET R. A proposed model of the descriptors of service process [J]. Journal of Services Marketing, 2003,17(6): 135-148.
[26]CRONIN J J, BRADY M K, HULT G T M. Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environment [J]. Journal of Retailing, 2000, 76(2): 193-216.