关键意见消费者特性对社交媒体平台Z世代消费者购买意愿的影响研究  

Research on the Influence of Key Opinion Consumer Characteristics on the Purchase Intention of Generation Z Consumers on Social Media Platforms

作　　者：刘薇 LIU Wei(School of Business Administration,Lanzhou University of Finance and Economics,Lanzhou 730000,China)

机构地区：[1]兰州财经大学工商管理学院,兰州730000

出　　处：《山东青年政治学院学报》2024年第4期80-89,共10页Journal of Shandong Youth University of Political Science

基　　金：甘肃省哲学社会科学规划一般项目“甘肃融入RCEP贸易圈与电子政务服务能力提升研究”(2022YB073);甘肃省科技计划项目软科学专项“乡村振兴背景下甘肃省农业农村数字化赋能的实现机制研究”(23JRZA434)。

摘　　要：基于Z世代消费者逐渐发展为社交媒体平台消费市场新兴主力军的背景,深入探讨关键意见消费者特性对Z世代购买意愿的影响机制。首先基于信任理论提出关键意见消费者的真实性、专业性、责任感三个特性;其次构建了“关键意见消费者特性——信任——Z世代消费者购买意愿”理论模型;最后在问卷调查的基础上,运用结构方程模型对209份有效问卷样本进行假设验证。结果表明:关键意见消费者特性、感知信任显著影响Z世代社交媒体平台购买意愿,其中真实性影响最大;感知信任在关键意见消费者特性和Z世代社交媒体平台消费者购买意愿之间起到中介作用,即这些特性通过影响感知信任来间接影响购买意愿。这不仅为社交媒体营销领域提供了新的理论视角,还为培养关键意见消费者提供了实践指导。Based on the context that Generation Z consumers are gradually emerging as the new main force in the consumer market of social media platforms,this study delves into the impact mechanism of key opinion consumer(KOC)characteristics on Generation Z consumers’purchase intention.Firstly,it proposes three key characteristics of KOCs:authenticity,professionalism,and sense of responsibility,based on the trust theory.Secondly,a theoretical model of“KOC characteristics-trust-Generation Z consumers’purchase intention”is constructed.Finally,based on a questionnaire survey,structural equation modeling is applied to test the hypotheses using 209 valid questionnaire samples.The results indicate that KOC characteristics and perceived trust significantly influence the purchase intention of Generation Z on social media platforms,with authenticity exerting the greatest impact.Furthermore,perceived trust plays a mediating role between KOC characteristics and the purchase intention of Generation Z consumers on social media platforms,indicating that these characteristics indirectly affect purchase intention by influencing perceived trust.This study not only provides a new theoretical perspective for the field of social media marketing but also offers practical guidance for nurturing KOCs.

关 键 词：关键意见消费者特性 感知信任 Z世代 社交媒体平台 购买意愿 

分 类 号：F724.6[经济管理—产业经济]