学校代码:10272
学号:2017414051
上海财经大学
SHANGHAI UNIVERSITY OF FINANCE AND ECONOMICS
硕士学位论文
MASTER DISSERTATION
论文题目基金吧KOL 主帖特征
对消费者在线社区参与
行为的影响
——以天天基金网为例
作者姓名黄照杰
院(系所)商学院
专业市场营销
指导教师曾晓洋
完成日期2022/4/24
摘要在社会化商务蓬勃发展的背景下，在线品牌社群成为了企业保持与消费者
稳定的客户关系和挖掘消费者创意的重要平台。社群经济的发展催生了意见领
袖的出现，意见领袖能够通过自己的原创内容发声，分享自己对于产品或服务
体验的独特观点。在关系营销的范式中，意见领袖成为了分享和传播信息的重
要角色，其对消费者的影响力日益增强。越来越多的企业与意见领袖展开合作，
共同进行营销内容创作和品牌关系管理。在新的营销环境下，探讨意见领袖发
帖特征对消费者在线参与度的影响，成为值得研究的新课题。
像天天基金网上的基金吧这样的网上消费者社区，实际上是一种不用付费
的知识分享平台。意见领袖在某些因素的激励下愿意与广大基金用户分享有关
基金投资的信息、经验和知识，而从社区的知识分享中获益则是成为广大基金
用户参与社区的最重要的驱动力。本研究以天天基金网的基金吧为主要研究场
地，参考国内外有关理论研究成果，并运用所收集的数据资料，通过实证数据
分析KOL 所发帖文的特征和消费者在线参与行为之间的关系，以期为电子商务
企业或电子商务平台更好地利用KOL 为主要的知识贡献者的网上社区开展市场
营销提供理论指导。
本文研究基金吧KOL 主帖特征对消费者在线社区参与行为的影响因素，其
中：KOL 主帖的易读性正向影响消费者在线社区参与行为；KOL 主帖的有用性
正向影响消费者在线社区参与行为；KOL 在主帖界面与消费者之间的互动性正
向影响消费者在线社区参与行为；在KOL 主帖的易读性正向影响消费者在线社
区参与行为的过程中，KOL 在主帖界面与消费者之间的互动性起正向调节作用；
在KOL 主帖的有用性正向影响消费者在线社区参与行为的过程中，KOL 在主帖
界面与消费者之间的互动性起正向调节作用。
根据上述调研结果，本研究总结了对在线社区管理人员和KOL 的启发与建
议：（1）社区管理人员与KOL 都应该尽量增加社会信息内容的易读性，而在
线社区管理人员则需要重视消费者在信息内容表达方式、信息内容品质上的需
求，从而不断丰富社会信息量，并合理甄别和积极传播一些表达得具体且清楚
的社会信息内容，从而有助于用户对信息内容进行筛选；（2）社区管理者和KOL
应努力提升信息的有用性，某种程度上KOL 通过在基金投资领域中的专业性和
摘要
权威性，能弥补消费者已知信息的不足之处的，使消费者充分了解产品或市场
的信息，为消费者做出正确的购买决策提供帮助；（3）意见领袖需要长期保持
与消费者的互动，积极响应消费者在帖文内或是在线社区中提出的问题。在实
践过程中强调KOL 的发帖特征在营销活动中的战略意义，为在线社区平台的营
销战略提供理论指导，从而提升营销活动的针对性、有效性、创新性，提高消
费者的参与性，进而创造更多价值。
关键词：基金吧；意见领袖；发帖特征；消费者行为；在线社区参与
Abstract
Abstract
In the context of the vigorous development of social commerce,online brand
communities have become an important platform for companies to maintain stable
customer relationships with consumers and explore consumer creativity.The
development of the community economy has given birth to the emergence of key
opinion leaders,who can speak through their own original content and share their
unique views on product or service experience.In the paradigm of relationship
marketing,key opinion leaders have become an important role in sharing and
disseminating information,and their influence on consumers is increasing.More and
more companies are partnering with key opinion leaders for marketing content
creation and brand relationship management.In the new marketing environment,
exploring the influence of key opinion leaders'posting characteristics on consumers'
online participation has become a new topic worthy of research.
An online consumer community like the Fund Bar on Tiantian Fund is actually a
knowledge-sharing platform that does not require payment.Motivated by certain
factors,opinion leaders are willing to share information,experience and knowledge
about fund investment with the majority of fund users,and benefiting from
knowledge sharing in the community is the most important driving force for the
majority of fund users to participate in the community.This research takes the fund
bar on the Tiantian Fund website as the investigation scene,draws on relevant
theoretical achievements at home and abroad,and uses the collected data to
empirically analyze the relationship between the characteristics of KOL's posts and
consumers'online participation behavior,in order to provide information for KOL
advocates.The influence of post characteristics on consumers'online community
participation behavior provides some theoretical basis.
This paper studies the influence factors of KOL main post characteristics on
consumers'online community participation behavior,among which:the legibility of
KOL posts positively affects consumers'online community participation behavior;the
Abstract
usefulness of KOL posts positively affects consumers'online community participation
behavior ;The interaction between KOL and consumers in the main post interface
positively affects consumers’online community participation behavior;in the process
of the legibility of KOL main posts positively affecting consumers’online community
participation behavior,KOL in the main post interface The interaction with
consumers plays a positive moderating role;in the process that the usefulness of KOL
posts positively affects consumers'online community participation behavior,the
interaction between KOL and consumers on the main post interface plays a positive
role regulating effect.
Based on the above survey results,this study summarizes the inspiration and
suggestions for online community managers and KOL:(1)Both community
managers and KOL should try to increase the readability of social information content,
while online community managers need to pay attention to consumption In order to
continuously enrich the amount of social information,reasonably identify and
actively disseminate some specific and clear social information content,so as to help
users to screen the information content;(2)Community managers and KOL should
strive to improve the usefulness of information,to some extent Through its
professionalism and authority in the field of fund investment,KOL can make up for
the deficiencies of consumers’known information,so that consumers can fully
understand product or market information and help consumers make correct
purchasing decisions.;(3)Opinion leaders need to maintain long-term interactions
with consumers and actively respond to questions raised by consumers in posts or
online communities.In the process of practice,it emphasizes the strategic
significance of KOL's posting characteristics in marketing activities,and provides
theoretical guidance for the marketing strategy of online community platforms,so as
to improve the pertinence,effectiveness and innovation of marketing activities,and
improve consumer participation.And then create more value.
Key Words:fund bar;key opinion leader;post characteristics;consumer behavior;
online participation