兰州交通大学硕士学位论文
摘
要
网红直播方式的日益普及以及网红直播经济产业化的形成，参与网红直播的品牌企
业越来越多。从参与网红直播的品牌企业角度考虑，品牌企业希望通过网红直播的方式，
借助网红的流量来扩大品牌的销量，借助网红的知名度来扩大品牌的知名度，从而达到
品牌推广的作用。因此，品牌企业如何借助于网红直播来进行品牌推广将对企业营销有
着重要而深远的影响。在此基础上，本文研究了网红直播情境下的顾客价值对购后品牌
感知的影响。
首先，网红直播情境下的研究主要从顾客角度考虑，集中在对于顾客的购买意愿
等购买阶段的研究，侧重于购买率的研究，并未从品牌企业角度考虑对于品牌推广作用
的研究。此外，网红直播是否真如品牌企业所认为的那样有助于品牌的推广，到目前为
止还缺乏实证研究的支持。从既有的理论和研究可以推断：如果把网红直播看作是进阶
版的电视购物，其作为短期促销手段/策略无助于品牌推广，甚至会有损品牌价值；如果
把网红直播中的网红看作明星，即网红作为品牌代言人，网红直播应有助于品牌推广。
网红直播购物作为一种快速普及的线上促销模式其对参与的品牌到底会有什么影响并
不明确。本文将以此作为研究的出发点，研究网红直播情境下顾客购后品牌感知的模式
及机理，探求顾客在网红直播场景中的顾客价值对顾客满意与购后品牌感知的影响，顾
客满意对购后品牌感知的影响以及产品涉入度的调节作用。
本文采用文献研究法与实证分析法。首先，对国内外相关文献进行文献分析；其次，
通过对相关概念的界定，进行调查问卷的设计与模型的构建；最后，利用SPSS 和 AMOS
软件对问卷收集的数据进行实证分析，从而对提出的假设进行验证。根据实证分析结果
得出以下结论：①顾客价值的服务价值、人员价值、关系价值对顾客满意有显著正向影
响，并且按照影响程度从大到小排列为人员价值、服务价值、关系价值；产品价值、经
济价值对顾客满意影响不显著。②顾客价值的服务价值、经济价值对购后品牌感知有显
著正向影响，并且按照影响程度从大到小排列为服务价值、经济价值；产品价值、人员
价值、关系价值对购后品牌感知影响不显著。③顾客满意对购后品牌感知有显著正向影
响。④顾客满意在顾客价值的服务价值、人员价值、关系价值对购后品牌感知中具有中
介效应，顾客满意在顾客价值的产品价值、经济价值对购后品牌感知的中介效应不显著。
⑤“服务价值→顾客满意→购后品牌感知”中介路径的前半段以及顾客满意的中介效应
均受到产品涉入度的调节；“人员价值→顾客满意→购后品牌感知”中介路径的前半段以
及顾客满意的中介效应均受到产品涉入度的调节； “关系价值→顾客满意→购后品牌感
知”中介路径的前半段以及顾客满意的中介效应均受到产品涉入度的调节。
I
基于网红直播情境的购后顾客品牌感知研究
根据研究结论，对品牌企业提出有针对性的管理建议，从而品牌企业了解顾客需求
并及时采取调整措施，增强顾客粘性，提高品牌价值，使得品牌企业在竞争中占领市场。
关键词：网红直播；顾客价值；顾客满意；购后品牌感知
论文类型：应用研究
II
兰州交通大学硕士学位论文
Abstract
With the increasing popularity of online celebrity livestreaming and the formation of
economic industrialization of online celebrity livestreaming, more and more brand enterprises
are participating in online celebrity livestreaming. From the perspective of brand enterprises
participating in the live streaming of Internet celebrities, brand enterprises hope to expand
brand sales through the live streaming of Internet celebrities and expand brand awareness
through the popularity of Internet celebrities, so as to achieve the role of brand promotion.
Therefore, how brand enterprises use online celebrity live broadcast to promote their brands
will have an important and far-reaching impact on enterprise marketing. On this basis, this
paper studies the influence of customer value on post-purchase brand perception in the
context of online celebrity livestreaming.
First of all, the research under the situation of live streaming of Internet celebrities
mainly considers from the perspective of customers, focusing on the purchase intention of
customers and other purchase stages, focusing on the study of purchase rate. Research on
brand promotion is not considered from brand enterprises. In addition,there is still a lack of
empirical research to support whether online celebrity livestreaming is really helpful to brand
promotion as brand enterprises believe. It can be inferred from the existing theories and
studies: if online celebrity live streaming is regarded as an advanced version of TV shopping,
it will not help brand promotion as a short-term promotion means/strategy, and even damage
brand value. If the online celebrities in the online celebrity live broadcast are regarded as stars,
that is, the online celebrities as brand spokespersons, the online celebrity live broadcast
should be conducive to brand promotion. Online celebrity live shopping, as a fast-spreading
online promotion mode, is not clear about its impact on participating brands. This paper will
take this as the starting point to study the mode and mechanism of customers' post-purchase
brand perception under the scenario of online celebrity live broadcast, and explore the impact
of customer value on customer satisfaction and post-purchase brand perception, the impact of
customer satisfaction on post-purchase brand perception and the moderating effect of product
involvement.
This paper adopts literature research method and empirical analysis method. Firstly,
relevant literatures at home and abroad are reviewed. Secondly, through the definition of
related concepts, questionnaire design and model construction; Finally, SPSS and AMOS
were used to conduct empirical analysis on the data collected from the questionnaire, so as to
verify the proposed hypothesis. According to the empirical analysis results, the following
conclusions are drawn: ① The service value, personnel value and relationship value of
customer value have a significant positive impact on customer satisfaction, and they are
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