明星微博营销对网络消费者彩妆购买行为影响的实证分析  

Empirical Analysis on the Influence of Celebrities’ Micro-blog Marketing on Online Shoppers’ Behavior of Buying Cosmetics

作　　者：马莉婷[1] 庞民垚 MA Liting;PANG Minyao(Economics and Trade School,Fujian Jiangxia University,Fuzhou,Fujian 350108;Fuzhou Shiji Lianhua Commerce Co.,Ltd.,Fuzhou,Fujian 350009)

机构地区：[1]福建江夏学院经济贸易学院,福建福州350108 [2]福州世纪联华商业有限公司,福建福州350009

出　　处：《武夷学院学报》2022年第9期67-73,共7页Journal of Wuyi University

基　　金：2018年教育部产学合作协同育人项目(201802154071);2018年福建省级本科教学团队项目(18SJTD04);2017年福建江夏学院校级教学团队项目(17JXTD07)。

摘　　要：从明星作为彩妆意见领袖通过微博平台助力企业网络营销的角度出发,构建明星微博营销对网络消费者彩妆购买行为影响模型,通过开展问卷调查,并对回收数据进行统计分析,以验证研究假设,进而根据实证分析结论提出促进网络消费者彩妆购买行为的建议,为彩妆企业提供参考借鉴。Examining the celebrities’ doing online marketing on their micro-blog for the enterprises, this paper builds the model of online shoppers’ behavior of buying cosmetics influenced by celebrities’ micro-blog marketing. It carries out investigation by questionnaire and did statistical analysis on the data from the questionnaire to prove the hypothesis, by which it puts forward suggestions on the promotion of the shopper’s buying for reference of the enterprises.

关 键 词：微博营销 明星效应彩妆购买行为 消费决策 统计模型 

分 类 号：F724.6[经济管理—产业经济] F713.55