首页 > 资料专栏 > 论文 > 专题论文 > 其他论文 > MBA毕业论文_nstagram网红对蒙古年轻女消费者消费意愿影响研究

MBA毕业论文_nstagram网红对蒙古年轻女消费者消费意愿影响研究

wanghon***
V 实名认证
内容提供者
资料大小:945KB(压缩后)
文档格式:DOC
资料语言:中文版/英文版/日文版
解压密码:m448
更新时间:2022/9/1(发布于广东)

类型:金牌资料
积分:--
推荐:升级会员

   点此下载 ==>> 点击下载文档


文本描述
营销人员和品牌不断寻找创新方法,以最有效的方式找到目标细分市场。传统广 告已经失去了对消费者的影响,特别是对年轻消费者来说,品牌营销领域正在出现一 个相对新的广告现象,即网红营销。本文的研究目的是通过 Instagram 了解网红对蒙古 年轻女消费者的生活方式、产品消费意愿的影响。由于最近在蒙古广告业出现了网红, 他们作为广告来源的力量和效力尚未受到学术界的调查。因此,本研究通过考察网红 对消费意愿的影响,进一步了解网红的概念。 本文基于源可信度理论和技术接受模型结合构建研究模型。先前由Ohanian(1990) 提出的可信度三个维度和Davis(1989)提出的感知易用性和感知有用性两个维度用来 测试Instagram网红对蒙古年轻女消费者消费意愿的影响。因此,本文研究了消费者对 网红的吸引力、可靠性、专业性、有用性和易用性,及其对消费意愿和消费者态度的 影响。 本文主要采用了三个研究方法。首先是文献研究方法,然后是问卷调查方法和数 据分析方法。在文献回顾中,提供一个关于网红营销和网红可信度理论及其维度,技 术接受模型以及消费者消费意愿和态度的理论背景。随后,第二阶段为定量研究,目 的是验证一组研究假设。提出了11个假设,并通过在线调查进行了检验。它是通过一 项在线调查实现的,在该调查中,只选择了关注平台上一个或多个网红的活跃 Instagram用户。总的来说,收集了411有效的问卷。用SPSS23.0和AMOS26.0软件对数 据进行分析。 本研究发现,Instagram 网红的可靠性、专业性、吸引力、有用性和易用性正影响 蒙古年轻女消费者的消费意愿、影响程度依次为可靠性、有用性、易用性、专业性、 吸引力,而网红的可靠性、专业性、吸引力、有用性和易用性正影响蒙古年轻女消费 者的态度,影响程度依次为易用性、有用性、专业性、可靠性和吸引力。消费者态度 与消费意愿之间的正相关假设也是有效的。最后,根据研究结果对营销人员和网红提 出了相应的营销建议。 关键词:网红;网红营销;消费意愿II Abstract Marketers and brands continuously search for innovative methods to reach target segments in the most effective way. Traditional advertising has lost its impact with consumers, especially for young consumers, brands are moving towards a relatively new phenomenon in advertising, influencer marketing. The pursued objective of this thesis is understanding the impact of Social Influencers through Instagram on the purchase intention of lifestyle products of young female Mongolians. Due to the recent emergence of social media influencers in the Mongolian advertising industry, their power and effectiveness as an advertising source has not been investigated academically. Therefore, this research further seeks to understand the notion of social media influencers by examining the effect on purchase intention. Based on the theory of Source credibility and Technology acceptance model, this paper constructs a research model. Three dimensions of credibility proposed by Ohanian (1990) and two dimensions of perceived ease of use and perceived usefulness proposed by Davis (1989) were used to test instagram social media influencers’ impact on purchase intention of Mongolian young female consumers. Therefore, this paper studies the attractiveness, trustworthiness, expertize, usefulness and ease of use of social media influencer, and its impact on consumer purchase intention and attitude. This paper mainly uses three research methods. First, literature review, and then questionnaire survey method and data analysis methods. In the literature review, provide you with a theoretical context on influencer marketing and Source credibility theory and its dimentions, TAM as well as on consumer purchase intention and attitude. Subsequently, the second phase consists in a quantitative study with the objective to verify a set of research hypotheses. 11 hypotheses were drew up that tested with the help of an online survey. It was implemented through an online survey, where only active Instagram users that follow one or more influencers on the platform were selected. Overall, 411 valid questionnaires were collected. SPSS23.0 and AMOS26.0 were used to analyze the data. This study finds that the trustworthiness, expertize, attractiveness, usefulness and ease of use of Instagram influencers are influencing the purchase intention of female young Mongolian consumers, and the degree of influence is from high to low as following: trustworthiness, usefulness, ease of use, expertize and attractiveness, while the trustworthiness, expertize, attractiveness, usefulness and ease of use of Instagram influencers are influencing the attitude of female young Mongolian consumers, and the degree of influence is from high to low: ease of use, usefulness, expertize, trustworthiness and attractiveness. The positiveIII correlation hypothesis between consumer attitude and consumer intention is also valid. Finally, according to the results of this study, the corresponding marketing suggestions are put forward for the marketing staff and influencers. Keywords: Social media influencer; Influencer Marketing; Purchase IntentionIV 目录 第一章 绪论.............................................................................................................................1 1.1 研究背景...............................................................................................................1 1.2 研究问题...............................................................................................................2 1.3 研究意义...............................................................................................................2 1.4 研究方法...............................................................................................................4 1.5 框架.......................................................................................................................4 第二章 文献综述.....................................................................................................................7 2.1 社交媒体相关研究...............................................................................................7 2.2 社交媒体网红相关研究.......................................................................................8 2.3 网红营销的相关研究.........................................................................................10 2.4 Instagram 平台和使用 Instagram 作为营销工具相关研究..........................12 2.5 源可信度理论和相关研究.................................................................................14 2.5.1 可靠性.........................................................................................................14 2.5.2 专业性.........................................................................................................15 2.5.3 吸引力.........................................................................................................15 2.6 技术接受模型和相关研究.................................................................................16 2.7 态度.....................................................................................................................18 2.8 消费意愿..............................................................................................................................18 第三章 网红对蒙古年轻女消费者消费意愿影响因素的研究假设...................................20 3.1 研究假设.............................................................................................................20 3.1.1 网红可信度三个维度与态度和消费意愿.................................................20 3.1.2 有用性,易用性与消费意愿.....................................................................21 3.1.3 态度与消费意愿.........................................................................................21 3.2 研究模式.............................................................................................................21 3.3 问卷设计.............................................................................................................22V 3.4 问卷预调查.........................................................................................................23 3.5 正式问卷抽样.....................................................................................................25 3.6 调査问卷发放与回收.........................................................................................25 第四章 网红对蒙古年轻女消费者消费意愿影响因素的实证分析................................... 26 4.1 问卷信度分析.....................................................................................................26 4.2 问卷效度分析.....................................................................................................26 4.3 描述性统计分析.................................................................................................29 4.4 相关性分析.........................................................................................................31 4.5 回归性分析.........................................................................................................32 4.5.1 网红可信度因子对消费意愿的回归分析...................................................32 4.5.2 网红的有用性和易用性对消费意愿的回归分析.......................................33 4.5.3 网红可信度因子对态度的回归分析...........................................................34 4.5.4 网红的有用性和易用性对态度的回归分析.............................................35 4.5.5 消费者对网红的态度对消费意愿的回归分析...........................................36 4.6 路径分析.............................................................................................................37 第五章 结论与建议...............................................................................................................41 5.1 研究结论.............................................................................................................41 5.2 建议.....................................................................................................................42 5.2.1 对品牌商的建议...........................................................................................42 5.2.2 对 Instagram 网红的建议...........................................................................43 5.3 研究局限与展望.................................................................................................43