意见领袖对大学生关于电商品牌信任度的影响研究  

Research on the Influence of Opinion Leaders on College Students'Trust in E-commerce Brand

作　　者：赵俐媛 邓宏 杨飙 张腾月 ZHAO Liyuan;DENG Hong;YANG Biao;ZHANG Tengyue(College of Management Science and School,Chengdu 610000,China;Chengdu University of Technology,Chengdu 610000,China)

机构地区：[1]成都理工大学管理科学学院,四川成都610000 [2]成都理工大学商学院,四川成都610000

出　　处：《西部皮革》2021年第13期55-57,71,共4页West Leather

基　　金：四川省大学生创新创业训练计划项目(项目编号:S202010616089),成都理工大学科技立项。

摘　　要："双十一"意见领袖惊人的带货量彰显着其在网络消费过程中惊人的潜力,在惊人的销量背后,就如何在网络中建立消费者对于品牌的信任,文章采用问卷调查的方式,将过去学者研究的内容作为基础,创建了意见领袖对品牌信任的影响模型,得出意见领袖的专业性、知名度、互动性特点通过影响用户感知风险、品牌声誉、口碑传播三个因素,最终对大学生品牌信任度产生的显著影响。得出以下结论:品牌发展初级阶段可以利用网络意见领袖的作用提升消费者对产品以及品牌信任程度,加速新产品进入市场。"Double a"opinion leaders amazing with cargo manifest its amazing potential in the process of network consumption,behind the amazing sales,on how to build the trust of the consumers to the brand in the network,with the method of questionnaire survey,this article will be the content of research on the past scholars as the foundation,to create the effect of opinion leaders on brand trust model,It is concluded that the professionalism,popularity and interactivity of opinion leaders have a significant impact on the brand trust of college students through influencing the three factors of users'perceived risk,brand reputation and word-of-mouth communication.The following conclusions are drawn:in the initial stage of brand development,the role of online opinion leaders can be utilized to enhance consumers'trust in products and brands,and accelerate the entry of new products into the market.

关 键 词：电子商务 意见领袖 品牌信任 感知风险 

分 类 号：F49[经济管理—产业经济]