网红经济对消费者购买意愿的影响分析——以 BILIBILI 为例【摘要】基于互联网时代下电子商务的新营销模式，网红经济对当前电子商务环境的影响不容忽视，互联网给予了网红经济一个良好的发展平台，随着网红行业不断的发展，当中存在的问题越来越明显，针对这种新的商业模式是否能带来效益的问题，本文以网红经济为研究对象，通过文献归纳法，将影响因素划分为专业性、产品涉入度、互动性、知名度和吸引力。本文以 SPSS.20 为分析工具，采用问卷调查法和实证研究法，对收集到的数据进行实证研究。结果表明，专业性、知名度对消费者购买意愿有显著影响；吸引力、产品涉入度和互动性对消费者的购买意愿没有显著影响。最后，根据研究结果，本文从企业、平台、网红和消费者四个角度提出了管理启示。（1）从企业角度：加强网红内容与定位的管理；加强对网红的培训；处理好互动问题；选择适合的平台。（2）从网红角度：打造好个人品牌；重视能力培养；提高视频亲和度，增加互动性；引导正确价值观。（3）从消费者角度：利用互联网资源，辨析网红提供的信息的真实性；理性消费，清楚自身消费水平，避免盲从。【关键词】网红经济；网红；购买意愿 Analysis on the influence on consumers' purchase intention under web celebrity economy -- taking BILIBILI as an example[Abstract] Based on the age of the Internet under the new marketing mode of electronic commerce, web celebrity economic impact on the current e-commerce environment cannot be ignored, the Internet gives a web celebrity economy good development platform, with the development of web celebrity industry constantly, problems of more and more obvious, on the question of whether the new business model can bring benefits, based on the web celebrity economy as the research object, through literature induction, the influence factors are divided into professional, product involvement degree, interactive, awareness and appeal. This paper adopts questionnaire survey method and empirical research method, and USES SPSS.20 to conduct empirical research on the collected data. It is con...
