影响者对中国MZ世代购买时尚创意产品的影响机制  

The Influence Mechanism of Influencers on the Purchase of Fashion and Creative Products by the Chinese MZ Generation

作　　者：王磊 刘帅 WANG Lei;LIU Shuai(Joint Institute of Ningbo University and University of Angers,Ningbo University,Ningbo 315211,China;School of Design and Arts,Changsha University of Science and Technology,Changsha 410114,China)

机构地区：[1]宁波大学宁波大学昂热大学联合学院,浙江宁波315211 [2]长沙理工大学设计艺术学院,湖南长沙410114

出　　处：《西部皮革》2023年第22期77-80,共4页West Leather

基　　金：宁波市哲社规划课题(年度课题)“数字时代宁波市时尚创意产业发展的驱动机制与对策”(G2022-2-69);浙江省教育厅一般科研项目“新型数字文化消费对MZ世代接受宁波时尚产品的影响研究”(Y202249022);2022年湖南省教育厅科学研究优秀青年项目“融媒体视域下时尚品牌可持续性传播模型研究”(22B0296)。

摘　　要：时尚创意产业作为文化产业重要的组成部分,其相关研究处于初期阶段。文章以社交媒体为媒介,探究影响者(influencer)对中国MZ世代接受时尚创意产品的影响机制。采用S-O-R模型为基础,构建研究模型并设立研究假设,对社交媒体中影响者直播带货的服务特性通过真实感对我国MZ世代购买时尚创意产品的影响进行实证阐明。对360名社交媒体用户进行在线问卷调查,获得的数据通过AMOS 25.0进行分析后,得知相互作用性、影响者特性、真实感对信息共享意图及购买意图产生积极影响。研究结果对于采用影响者营销的企业制定营销战略具有一定的启示作用。As an important part of the cultural industry,relevant research on the fashion creative industry is in its early stages.This article aims to use social media as a medium to explore the influence mechanism of influencers on the acceptance of fashion creative products by the Chinese MZ generation.Based on the S-O-R model,a research model is constructed and research hypotheses are established to empirically elucidate the impact of authenticity on the service characteristics of influencers'live streaming sales in social media on the purchase of fashion and creative products by the MZ generation in China.An online questionnaire survey was conducted on 360 social media users,and the data obtained was analyzed using AMOS 25.0.It was found that interactivity,influencer characteristics,and authenticity have a positive impact on information sharing intention and purchase intention.The research results have certain implications for companies that adopt influencer marketing to formulate marketing strategies.

关 键 词：社交媒体影响者 MZ世代 时尚创意产品 真实感 相互作用性 

分 类 号：G206[文化科学—传播学] F274[经济管理—企业管理]