网红特性对品牌形象的影响研究  

The Impact of Internet Celebrity Characteristics on Brand Image

作　　者：胡旺盛[1] 夏经纬 HU Wang-sheng;XIA Jing-wei(School of Business Administration,Anhui University of Finance and Economics,Bengbu Anhui 233030,China)

机构地区：[1]安徽财经大学工商管理学院,安徽蚌埠233030

出　　处：《铜陵学院学报》2024年第1期40-45,66,共7页Journal of Tongling University

基　　金：安徽省高校人文社科重点项目“‘直播电商’场景下‘达人主播’对消费者品牌态度及购买决策的影响”(SK2020A0022);安徽财经大学研究生科研创新基金项目“网红直播代言对品牌形象的影响——产品类型的调节作用”(ACYC2022092)。

摘　　要：文章基于一致性理论和晕轮效应理论构建网红特性对品牌形象影响机制模型,并利用315份调查问卷数据,实证分析了网红特性对品牌形象的影响。研究结果表明:网红特性会显著正向影响品牌形象;消费者信任在网红特性与品牌形象之间起到中介作用;产品类型在网红特性与消费者信任间起到调节作用。与搜索品相比,消费者在购买体验品时,专业性和互动性对消费者信任更具显著正向影响。与体验品相比,消费者在购买搜索品时,吸引力对消费者信任更具显著正向影响。为提高品牌效应,企业应挑选网红特性突出的主播作为代言对象,并且应根据不同产品类型挑选合适的网红。Based on consistency theory and halo effect theory,the article constructs a model of the influence mechanism of Internet celebrity characteristics on brand image,and empirically analyzes the influence of Internet celebrity characteristics on brand image by using data from 315 questionnaires.The results of the study show that Internet celebrity characteristics significantly and positively affect brand image;consumer trust plays a mediating role between Internet celebrity characteristics and brand image;and product type plays a moderating role between Internet celebrity characteristics and consumer trust.Professionalism and interactivity have a more significant positive effect on consumer trust when purchasing experiential products in contrast with search products.Compared with experiential products,attractiveness has a more significant positive effect on consumer trust when consumers purchase search products.In order to improve the brand effect,enterprises should select anchors with outstanding characteristics as endorsement objects,and should select appropriate Internet celebrity according to different product types.

关 键 词：网红代言 网红特性 品牌形象 

分 类 号：F272-05[经济管理—企业管理]