网红品牌IP营销对消费者购买意愿的影响研究  

A Research on the Impact of Internet Celebrity Brand IP Marketing on Consumers Purchase Intention

作　　者：胡治芳[1] 彭家莹 HU Zhi-fan;PENG Jia-ying(Huaruan Software College,Guangzhou University,Guangzhou,Guangdong,China,510990)

机构地区：[1]广州大学华软软件学院,广东广州510990

出　　处：《广东开放大学学报》2020年第1期102-106,共5页JOURNAL OF GUANGDONG OPEN UNIVERSITY

基　　金：2015年广东省教育厅质量工程项目“广州大学华软软件学院-杭州赢动教育培训有限公司实践教学基地”(粤财教【2015】149号)科研成果;广州大学华软软件学院校内科研项目“全球价值链视角下跨境电商企业竞争力提升策略研究”(ky201832)成果。

摘　　要：以网红品牌为研究对象,分析IP营销对消费者购买意愿的影响因素。通过调查问卷的数据分析和资料整合,验证了IP形象、优质内容、跨界合作正向影响消费者购买意愿的三个假设,并提出了塑造IP品牌形象,以内容输出为核心,跨界合作,多渠道聚拢粉丝的建议,帮助延长网红品牌生命周期和品牌持续发展。With the "IP boom" in China,IP marketing,a new concept in the era of mobile Internet,has emerged.Internet celebrity brand is facing the threat of information homogenization and is becoming difficult to survive because consumer’s consumption concept is changing from material demand to emotional demand.Taking Internet celebrity brand as the research subject,this paper studies the impact of IP marketing on consumers purchase intention.Through data analysis and data integration of the questionnaire,it verifies three hypotheses that IP image,quality content and cross-border cooperation positively affect consumers’ purchase intention.It also puts forward suggestions of shaping IP brand image,taking content output as the core,cross-border cooperation and multi-channel gathering of fans to help extend the brand life cycle and brand sustainable development.

关 键 词：网红品牌 IP营销 购买意愿 

分 类 号：F713[经济管理—产业经济]