摘要
本研究聚焦直播电商背景下网红效应与品牌价值的内在关联，旨在揭示网红特质对品牌价值的影响机制及其边界条件。基于社会影响理论和品牌资产理论，构建了包含网红可信度、互动性和专业性三个维度的研究模型，采用问卷调查法收集了来自321名直播电商消费者的有效数据，运用结构方程模型进行实证分析。研究发现：网红可信度通过提升消费者信任显著正向影响品牌认知和品牌联想；网红互动性通过增强消费者参与度对品牌忠诚产生积极影响；网红专业性则通过提高信息质量对品牌感知价值产生显著促进作用。研究进一步发现，产品类型在网红效应与品牌价值关系中起调节作用，其中体验型产品的调节效应更为显著。本研究的创新点在于首次将网红特质细化为三个维度并验证其对品牌价值的差异化影响路径，同时揭示了产品类型的边界作用。研究结论为直播电商平台优化网红选择策略、企业制定精准营销方案提供了理论依据和实践指导，对推动直播电商行业的健康发展具有重要启示意义。
关键词：直播电商；网红效应；品牌价值
Abstract
This study focuses on the intrinsic relationship between influencer effects and brand value in the context of live-streaming e-commerce, aiming to reveal the influence mechanism of influencer characteristics on brand value and its boundary conditions. Based on social influence theory and brand equity theory, a research model incorporating three dimensions of influencer credibility, interactivity, and expertise was constructed. Valid data from 321 live-streaming e-commerce consumers were collected through questionnaire surveys, and empirical analysis was conducted using structural equation modeling. The findings indicate that influencer credibility significantly positively affects brand awareness and brand association by enhancing consumer trust; influencer interactivity positively influences brand loyalty by increasing consumer engagement; and influencer expertise significantly promotes perceived brand value by improving information quality. Furthermore, the study reveals that product type plays a moderating role in the relationship between influencer effects and brand value, with experiential products exhibiting more pronounced moderating effects. The innovation of this research lies in being the first to refine influencer characteristics into three dimensions and validate their differentiated impact pathways on brand value, while also uncovering the boundary role of product type. The conclusions provide theoretical foundations and practical guidance for live-streaming e-commerce platforms to optimize influencer selection strategies and for enterprises to formulate precise marketing plans, offering significant implications for promoting the healthy development of the live-streaming e-commerce industry.
Keywords： Live Streaming E-commerce; Influencer Effect; Brand Value
目 录
摘要 I
Abstract II
一、绪论 1
（一）直播电商中网红效应与品牌价值关系研究背景 1
（二）直播电商中网红效应与品牌价值关系研究意义 1
（三）直播电商中网红效应与品牌价值关系研究现状 2
二、直播电商中网红效应的形成机制 3
（一）网红个人特质对粉丝经济的影响 3
（二）内容创作能力与用户粘性关系 3
（三）社交互动对消费者决策的影响机制 4
三、网红效应对品牌价值的传导路径 5
（一）网红信任度向品牌信任的转移机制 5
（二）粉丝社群对品牌忠诚度的培育作用 5
（三）直播场景下品牌认知的形成过程 6
四、直播电商中品牌价值的提升策略 8
（一）基于网红效应的品牌定位优化策略 8
（二）网红与品牌的协同营销模式创新 8
（三）数据驱动的品牌价值评估体系构建 9
结 论 10
本研究聚焦直播电商背景下网红效应与品牌价值的内在关联，旨在揭示网红特质对品牌价值的影响机制及其边界条件。基于社会影响理论和品牌资产理论，构建了包含网红可信度、互动性和专业性三个维度的研究模型，采用问卷调查法收集了来自321名直播电商消费者的有效数据，运用结构方程模型进行实证分析。研究发现：网红可信度通过提升消费者信任显著正向影响品牌认知和品牌联想；网红互动性通过增强消费者参与度对品牌忠诚产生积极影响；网红专业性则通过提高信息质量对品牌感知价值产生显著促进作用。研究进一步发现，产品类型在网红效应与品牌价值关系中起调节作用，其中体验型产品的调节效应更为显著。本研究的创新点在于首次将网红特质细化为三个维度并验证其对品牌价值的差异化影响路径，同时揭示了产品类型的边界作用。研究结论为直播电商平台优化网红选择策略、企业制定精准营销方案提供了理论依据和实践指导，对推动直播电商行业的健康发展具有重要启示意义。
关键词：直播电商；网红效应；品牌价值
Abstract
This study focuses on the intrinsic relationship between influencer effects and brand value in the context of live-streaming e-commerce, aiming to reveal the influence mechanism of influencer characteristics on brand value and its boundary conditions. Based on social influence theory and brand equity theory, a research model incorporating three dimensions of influencer credibility, interactivity, and expertise was constructed. Valid data from 321 live-streaming e-commerce consumers were collected through questionnaire surveys, and empirical analysis was conducted using structural equation modeling. The findings indicate that influencer credibility significantly positively affects brand awareness and brand association by enhancing consumer trust; influencer interactivity positively influences brand loyalty by increasing consumer engagement; and influencer expertise significantly promotes perceived brand value by improving information quality. Furthermore, the study reveals that product type plays a moderating role in the relationship between influencer effects and brand value, with experiential products exhibiting more pronounced moderating effects. The innovation of this research lies in being the first to refine influencer characteristics into three dimensions and validate their differentiated impact pathways on brand value, while also uncovering the boundary role of product type. The conclusions provide theoretical foundations and practical guidance for live-streaming e-commerce platforms to optimize influencer selection strategies and for enterprises to formulate precise marketing plans, offering significant implications for promoting the healthy development of the live-streaming e-commerce industry.
Keywords： Live Streaming E-commerce; Influencer Effect; Brand Value
目 录
摘要 I
Abstract II
一、绪论 1
（一）直播电商中网红效应与品牌价值关系研究背景 1
（二）直播电商中网红效应与品牌价值关系研究意义 1
（三）直播电商中网红效应与品牌价值关系研究现状 2
二、直播电商中网红效应的形成机制 3
（一）网红个人特质对粉丝经济的影响 3
（二）内容创作能力与用户粘性关系 3
（三）社交互动对消费者决策的影响机制 4
三、网红效应对品牌价值的传导路径 5
（一）网红信任度向品牌信任的转移机制 5
（二）粉丝社群对品牌忠诚度的培育作用 5
（三）直播场景下品牌认知的形成过程 6
四、直播电商中品牌价值的提升策略 8
（一）基于网红效应的品牌定位优化策略 8
（二）网红与品牌的协同营销模式创新 8
（三）数据驱动的品牌价值评估体系构建 9
结 论 10
参考文献 11
