意见领袖特质、促销刺激与社交电商消费者购买意愿--基于微信群购物者的调查研究  

Opinion Leader Traits,Promotion Stimulus and Purchasing Intention of Social E-commerce Consumers:Based on the Survey of Consumers on WeChat Group

作　　者：肖开红[1] 雷兵[2] XIAO Kaihong;LEI Bing(School of Management,Henan University of Technology,Zhengzhou 450001,Henan;Business Intelligence and Knowledge Engineering Laboratory,Henan University of Technology,Zhengzhou 450001,Henan)

机构地区：[1]河南工业大学管理学院,河南郑州450001 [2]河南工业大学商务智能与知识工程实验室,河南郑州450001

出　　处：《管理学刊》2021年第1期99-110,共12页Journal of Management

基　　金：国家社会科学基金项目(18BGL268);河南省科协智库调研课题(HNKJZK-2020-38C);河南省高校社科创新团队资助支持计划(2019-CXTD-04、2021-CXTD-11)。

摘　　要：本文借鉴“刺激—机体—反应”模型,以消费者感知信任与感知价值为中介变量,考察社交电商场景下意见领袖特质(专业性与互动活跃度)和商家促销刺激(产品展示与促销激励)对消费者购买意愿的影响。研究结果表明,在社交电商虚拟人际网络结构中,占据结构洞中心位置的意见领袖可凭借其专业性和互动活跃度获得消费者信任,从而显著提升消费者购买意愿,同时感知信任通过感知价值进一步显著影响消费者购买意愿。商家产品展示和促销激励显著正向影响消费者的感知价值,并通过感知价值的中介作用显著提升消费者的购买意愿。据此,社交电商商家要注重运用意见领袖特质去培养消费者信任,并借助“熟人圈”裂变方式构建不同类型的关系网络来培养消费者忠诚,重点关注商品质量和优惠措施,以满足消费者对产品价值的根本需求。The paper discusses the functioning path of opinion leader traits(professionalism and interactive activity)and promotion stimulus(product display and promotion incentive)influencing consumer’s purchasing willing with consumers’perceived trust and value as the mediation variation by taking reference of stimulus-organism-response model.The study shows,in the virtual interpersonal network structure of social e-commerce,the opinion leaders in the central position of the structural hole can obtain consumers’trust by professionalism and interactive activity,which,therefore,significantly promotes consumers’purchasing willing.At the meantime,perceived trust further significantly influences consumers’purchasing willing by perceiving value.Product display and promotion stimulus significantly and positively influences consumers’perceiving value,and significantly promotes consumers’purchasing willing via the mediating role of perceived value.Therefore,the social e-commerce businessmen should focus on calculating consumer trust with opinion leader traits,and calculating consumer loyalty by constructing different types of relationship network with fission of acquaintance circle.More attention should paid on the commodity quality and preferential measures so as to satisfy consumers’fundamental need for product value.

关 键 词：社交电商 意见领袖特质 促销刺激 感知信任 感知价值 

分 类 号：C93[经济管理—管理学]