网红推荐对年轻消费者购买行为的影响 -市场营销专业

摘要

随着互联网和社交媒体的迅猛发展，网红经济成为消费市场的重要组成部分。本研究聚焦于网红推荐对年轻消费者购买行为的影响，旨在探讨这一新兴营销模式的作用机制及其效果。通过对现有文献的系统梳理，发现当前关于网红营销的研究多集中于现象描述，缺乏深入的行为学分析。为此，本研究采用定量与定性相结合的方法，通过问卷调查收集了1200份有效样本，并运用结构方程模型进行数据分析。研究结果表明，网红推荐显著影响年轻消费者的认知、态度和购买意愿，其中情感认同在二者之间起到重要的中介作用。此外，网红的专业性和可信度是影响消费者决策的关键因素。本研究创新性地引入了“情感联结”概念，揭示了网红与粉丝之间的特殊互动关系对购买行为的影响路径。研究还发现，不同类型的网红（如美妆、美食等）对特定产品类别的影响力存在差异。本研究不仅丰富了网络营销理论，也为企业制定精准营销策略提供了实证依据，具有重要的理论和实践意义。

关键词：网红推荐年轻消费者购买行为情感认同

Abstract

With the rapid development of the Internet and social media, influencer economy has become an integral part of the consumer market. This study focuses on the impact of influencer recommendations on young consumers' purchasing behavior, aiming to explore the mechanism and effectiveness of this emerging marketing model. Through a systematic review of existing literature, it is found that current research on influencer marketing predominantly centers on desc riptive phenomena, lacking in-depth behavioral analysis. To address this gap, this study employs a mixed-methods approach, combining quantitative and qualitative methods. A survey was conducted to collect 1200 valid samples, and structural equation modeling was utilized for data analysis. The results indicate that influencer recommendations significantly influence young consumers' cognition, attitude, and purchase intention, with emotional identification playing a crucial mediating role between them. Furthermore, the professionalism and credibility of influencers are key factors affecting consumer decision-making. Innovatively, this study introduces the concept of "emotional connection," revealing the special interactive relationship between influencers and fans and its impact path on purchasing behavior. Additionally, the study finds that different types of influencers (such as beauty, food, etc.) have varying levels of influence on specific product categories. This research not only enriches the theoretical fr amework of online marketing but also provides empirical evidence for businesses to develop precise marketing strategies, holding significant theoretical and practical implications.

Keyword:Influencer Recommendation Young Consumer Purchasing Behavior Emotional Identification

1绪论 1

1.1研究背景与意义 1

1.2研究现状综述 1

1.3研究方法概述 2

2网红推荐的影响力机制 2

2.1网红推荐的信任构建 2

2.2网红推荐的信息传播 3

2.3网红推荐的情感共鸣 3

3年轻消费者行为特征分析 4

3.1消费决策过程影响 4

3.2社交媒体使用习惯 4