网红场景下消费者重复购买意愿影响因素研究  

Exploring the Influence Factors of Repeated Purchase Intention in the Context of Online Celebrity

作　　者：黄鹂强 严娅芸 牛婉姝 HUANG Liqiang;YAN Yayun;NIU Wanshu(School of Management,Zhejiang University,Hangzhou 310058,China;Business School,Ningbo University,Ningbo 31521l,China)

机构地区：[1]浙江大学管理学院,浙江杭州310058 [2]宁波大学商学院,浙江宁波315211

出　　处：《信息系统学报》2023年第2期1-19,共19页China Journal of Information Systems

基　　金：国家自然科学基金项目(72271217,71771196,71931009);浙江省自然科学基金项目(LR22G010002)。

摘　　要：本文探索网红场景下消费者重复购买的影响因素.收集1029份有效样本对模型进行验证,研究发现:在网红场景下,网红与消费者互动与店铺的客户服务对网红可信度和感知商品质量产生正向影响;网红可信度在影响消费者重复购买意愿中占据主导地位;感知商品质量对消费者重复购买意愿的正向影响显著;而网红与商品形象一致性对消费者重复购买意愿的影响不显著.本文具有一定的理论贡献与实践指导.The research explores the factors that influencing consumers'willingness to purchase repeatedly in the scenario of online celebrity.Based on the literature of celebrity effect,factors of online repeat purchase intention,and consumer trust,we establish a research model to investigate how interaction between online celebrity and consumers as well as customer services influence female consumers'perceptions of online celebrity's credibility,perceived product quality and image congruity,which further lead to repeat purchase intention.We conducted an online survey and collected 1029 valid samples to examine our research model.Results suggest that in the online celebrity context,both the interaction between online celebrity and consumers and the customer service of the store can positively impact the credibility of the online celebrities and the perceived quality of the product.Moreover,the credibility of the online celebrities dominates the influence on consumers'willingness to repeated purchase,and the perceived product quality has a weaker but significant impact on consumers'repeated purchase intention.However,the image congruity is not significant in the online celebrity context.Based on this research,the paper discusses the theoretical contributions and practical implications.

关 键 词：网红场景 网红可信度 感知商品质量 形象一致性 重复购买意愿 

分 类 号：F713.55[经济管理—市场营销]