消费者行为学视角下的网红经济营销模式研究
摘要
本文全面深入地探讨了从消费者行为学视角下，网红经济中营销模式的多样性与其对消费者行为的深远影响。随着互联网和社交媒体的普及，网红经济作为新兴商业现象，正以其独特的魅力和强大的市场渗透力，重新定义了市场营销的格局。本文首先详细阐述了网红营销模式的概念、演变过程及其显著特点，特别强调了内容创新、个人品牌建设和影响力营销在其中的核心作用。接着，本文从消费者心理出发，深入分析了网红经济下消费者的四大主要心理特征：社交认同与从众心理、信任与情感连接、追求新鲜感和独特性，以及性价比与实用主义。这些心理特征不仅揭示了消费者在选择网红推荐产品时的内在动机，也为企业和网红制定有效的营销策略提供了重要的理论依据。进一步地，本文探讨了网红经济营销策略如何激发消费者的购买欲望、塑造品牌认知与忠诚度、影响消费决策与选择，以及促进社交互动与口碑传播。通过案例分析和实证研究，本文揭示了网红经济对消费者行为的多维度影响，为企业如何利用网红营销实现商业目标提供了策略建议。
关键词：网红经济；消费者行为学；营销模式；社交认同；信任情感
Abstract
This paper comprehensively and deeply discusses the diversity of marketing models in the Internet celebrity economy and its far-reaching impact on consumer behavior from the perspective of consumer behavior. With the popularity of the Internet and social media, the Internet celebrity economy, as a new business phenomenon, is redefining the pattern of marketing with its unique charm and strong market penetration. Firstly, this paper elaborates the concept, evolution and remarkable characteristics of the Internet celebrity marketing model, especially emphasizing the core role of content innovation, personal brand building and influence marketing. Then, starting from the consumer psychology, this paper deeply analyzes the four main psychological characteristics of consumers under the Internet celebrity economy: social identification and conformity psychology, trust and emotional connection, the pursuit of freshness and uniqueness, and cost performance and pragmatism. These psychological characteristics not only reveal the intrinsic motivation of consumers when choosing products recommended by Internet celebrities, but also provide an important theoretical basis for enterprises and Internet celebrities to formulate effective marketing strategies. Further, this paper explores how Internet celebrity economic marketing strategies stimulate consumers' desire to buy, shape brand awareness and loyalty, influence consumption decisions and choices, and promote social interaction and word of mouth. Through case analysis and empirical research, this paper reveals the multi-dimensional influence of Internet celebrity economy on consumer behavior, and provides strategic suggestions for enterprises how to use Internet celebrity marketing to achieve business goals.
Key words: Internet celebrity economy; Consumer behavior; Marketing model; Social identity; Trust emotion
目录
一、绪论 2
1.1 研究背景 2
1.2 研究目的及意义 2
二、网红营销模式的类型与特点 2
2.1 网红营销模式的概念与演变 2
2.2 网红经济下的内容创新策略 3
2.3 网红个人品牌建设与影响力营销 3
三、网红经济中的消费者心理分析 4
3.1 社交认同与从众心理 4
3.1.1 社交媒体环境下消费者认同的形成机制 4
3.1.2 网红文化对消费者从众行为的影响分析 4
3.1.3 网红营销中的从众心理驱动因素探究 4
3.2 信任与情感连接 5
3.2.1 网红与消费者之间的信任构建机制 5
3.2.2 情感连接对消费者忠诚度的影响分析 5
3.2.3 网红个性化互动与消费者情感投入 6
3.3 追求新鲜感和独特性 6
3.3.1 新鲜感对消费者购买决策的影响机制 6
3.3.2 网红营销中的创新内容与消费者新鲜感体验 7
3.3.3 独特性追求与消费者个性化需求的关联分析 7
3.4 性价比与实用主义 7
3.4.1 实用主义价值观下网红营销策略的适应性 7
3.4.2 性价比评估中网红推荐角色的作用分析 8
3.4.3 网红经济时代实用主义消费行为的驱动因素 8
四、网红经济营销策略的消费者行为影响 9
4.1 激发购买欲望与冲动消费 9
4.2 塑造品牌认知与忠诚度 9
4.3 影响消费决策与选择 10
4.4 促进社交互动与口碑传播 10
五、结论 11
参考文献 12
摘要
本文全面深入地探讨了从消费者行为学视角下，网红经济中营销模式的多样性与其对消费者行为的深远影响。随着互联网和社交媒体的普及，网红经济作为新兴商业现象，正以其独特的魅力和强大的市场渗透力，重新定义了市场营销的格局。本文首先详细阐述了网红营销模式的概念、演变过程及其显著特点，特别强调了内容创新、个人品牌建设和影响力营销在其中的核心作用。接着，本文从消费者心理出发，深入分析了网红经济下消费者的四大主要心理特征：社交认同与从众心理、信任与情感连接、追求新鲜感和独特性，以及性价比与实用主义。这些心理特征不仅揭示了消费者在选择网红推荐产品时的内在动机，也为企业和网红制定有效的营销策略提供了重要的理论依据。进一步地，本文探讨了网红经济营销策略如何激发消费者的购买欲望、塑造品牌认知与忠诚度、影响消费决策与选择，以及促进社交互动与口碑传播。通过案例分析和实证研究，本文揭示了网红经济对消费者行为的多维度影响，为企业如何利用网红营销实现商业目标提供了策略建议。
关键词：网红经济；消费者行为学；营销模式；社交认同；信任情感
Abstract
This paper comprehensively and deeply discusses the diversity of marketing models in the Internet celebrity economy and its far-reaching impact on consumer behavior from the perspective of consumer behavior. With the popularity of the Internet and social media, the Internet celebrity economy, as a new business phenomenon, is redefining the pattern of marketing with its unique charm and strong market penetration. Firstly, this paper elaborates the concept, evolution and remarkable characteristics of the Internet celebrity marketing model, especially emphasizing the core role of content innovation, personal brand building and influence marketing. Then, starting from the consumer psychology, this paper deeply analyzes the four main psychological characteristics of consumers under the Internet celebrity economy: social identification and conformity psychology, trust and emotional connection, the pursuit of freshness and uniqueness, and cost performance and pragmatism. These psychological characteristics not only reveal the intrinsic motivation of consumers when choosing products recommended by Internet celebrities, but also provide an important theoretical basis for enterprises and Internet celebrities to formulate effective marketing strategies. Further, this paper explores how Internet celebrity economic marketing strategies stimulate consumers' desire to buy, shape brand awareness and loyalty, influence consumption decisions and choices, and promote social interaction and word of mouth. Through case analysis and empirical research, this paper reveals the multi-dimensional influence of Internet celebrity economy on consumer behavior, and provides strategic suggestions for enterprises how to use Internet celebrity marketing to achieve business goals.
Key words: Internet celebrity economy; Consumer behavior; Marketing model; Social identity; Trust emotion
目录
一、绪论 2
1.1 研究背景 2
1.2 研究目的及意义 2
二、网红营销模式的类型与特点 2
2.1 网红营销模式的概念与演变 2
2.2 网红经济下的内容创新策略 3
2.3 网红个人品牌建设与影响力营销 3
三、网红经济中的消费者心理分析 4
3.1 社交认同与从众心理 4
3.1.1 社交媒体环境下消费者认同的形成机制 4
3.1.2 网红文化对消费者从众行为的影响分析 4
3.1.3 网红营销中的从众心理驱动因素探究 4
3.2 信任与情感连接 5
3.2.1 网红与消费者之间的信任构建机制 5
3.2.2 情感连接对消费者忠诚度的影响分析 5
3.2.3 网红个性化互动与消费者情感投入 6
3.3 追求新鲜感和独特性 6
3.3.1 新鲜感对消费者购买决策的影响机制 6
3.3.2 网红营销中的创新内容与消费者新鲜感体验 7
3.3.3 独特性追求与消费者个性化需求的关联分析 7
3.4 性价比与实用主义 7
3.4.1 实用主义价值观下网红营销策略的适应性 7
3.4.2 性价比评估中网红推荐角色的作用分析 8
3.4.3 网红经济时代实用主义消费行为的驱动因素 8
四、网红经济营销策略的消费者行为影响 9
4.1 激发购买欲望与冲动消费 9
4.2 塑造品牌认知与忠诚度 9
4.3 影响消费决策与选择 10
4.4 促进社交互动与口碑传播 10
五、结论 11
参考文献 12
