【作者】 王玥；

【导师】 李英禹；

【作者基本信息】 东北林业大学 ， 企业管理， 2020， 硕士

【摘要】 近年来随着互联网技术深化发展,社会化媒体逐渐成为一个对消费者而言方便、可信并且可以互相交流的平台。在这种平台上有一群颇有影响力的网络意见领袖,他们能够依靠社会化媒体将自身与品牌产生联结,进而影响消费者的品牌认同。众多企业已经开始利用网络意见领袖的影响力将品牌信息传递的渠道从传统媒体拓宽到社会化媒体中。然而,企业如何利用社会化媒体下的网络意见领袖更有效的影响消费者的品牌认同成为亟待解决的问题。因此,本文研究在社会化媒体下,以感知价值作为中介变量,探究网络意见领袖对消费者品牌认同的影响。为企业高效的进行社会化媒体营销提供理论和实践参考。本文基于刺激反应模型、AISAS模型、精细加工可能性模型及信息源可信度理论,对相关研究进行系统的梳理,以感知价值作为中介变量,构建了网络意见领袖对消费者品牌认同影响的理论模型。其中以网络意见领袖特征为自变量,感知价值为中介变量,消费者品牌认同为因变量,分析三者之间内在机理,并提出假设。进行实证研究,通过问卷调查数据,进行检验分析,然后采用回归分析论证假设。通过实证分析得到,网络意见领袖对消费者品牌认同正向影响,感知价值在二者之间起中介作用。在上述分析的基础之上,提出了企业在社会化媒体下利用网络意见领袖对消费者品牌认同影响的具体对策。更多还原

【Abstract】 In recent years,with the deepening development of Internet technology,social media has gradually become a platform that is convenient,credible,and can communicate with each other for consumers.There is a group of influential online opinion leaders on this platform.They can rely on social media to connect themselves with the brand,which in turn affects the consumer’s brand identity.Many companies have begun to use the influence of online opinion leaders to broaden the channels of brand information transmission from traditional media to social media.However,how to use network opinion leaders under social media to more effectively influence consumers’ brand identity has become an urgent problem to be solved.Therefore,in this paper,under social media,using perceived value as an intermediary variable,we explore the influence of online opinion leaders on consumer brand identity.Provide theoretical and practical references for enterprises to effectively carry out social media marketing.Based on the stimulus response model,AISAS model,fine processing possibility model and information source credibility theory,this paper systematically sorts out related research and uses perceived value as an intermediary variable to construct a theory of the influence of online opinion leaders on consumer brand identity model.Among them,the characteristics of online opinion leaders are used as independent variables,perceived value is used as an intermediary variable,and consumer brand identity is used as a dependent variable.The internal mechanism between the three is analyzed,and hypotheses are proposed.Conduct empirical research,test and analysis through questionnaire data,and then use regression analysis to prove hypotheses.Through empirical analysis,it is found that online opinion leaders have a positive impact on consumer brand identity,and perceived value plays an intermediary role between the two.On the basis of the above analysis,specific countermeasures for companies to use online opinion leaders to influence consumer brand identity under social media are proposed.更多还原