社交媒体互动对大学生的品牌偏好及其购买决策的影响研究

The Impact of Social Media Interactions on College Students’ Brand Preferences and Their Purchasing Decisions

摘要: 随着数字化时代的到来，社交媒体已深刻影响人们的生活方式，特别在大学生群体中，其消费行为受社交媒体互动影响显著。本研究基于当前社交媒体用户快速增长的背景，聚焦于大学生群体，旨在探讨社交媒体互动与其品牌偏好及购买决策之间的关系。通过文献研究和问卷调查，本研究发现社交媒体互动不仅增强了大学生对品牌信息的获取和认知，还通过情感连接与价值认同构建了深厚的品牌忠诚度。大学生在社交媒体中倾向于信任其他用户的体验评价，这些信息虽然不完全理性和客观，但对其购买决策具有重要影响。此外，社交影响与群体认同也显著影响大学生的购买意愿，真实感成为影响大学生购买决策的关键因素。基于以上研究，本文提出对社交媒体品牌营销策略的建议，强调利用社交媒体互动加强品牌与大学生之间的情感连接，并建议政策制定者关注社交媒体信息的真实性，保护消费者权益。

Abstract: With the advent of the digital age, social media has profoundly affected people’s lifestyles, especially among college students, whose consumption behavior is significantly affected by social media interactions. Based on the current rapid growth of social media users, this study focuses on college students, and aims to explore the relationship between social media interaction and brand preferences and purchase decisions. Through literature research and questionnaire surveys, this study found that social media interaction not only enhances college students’ acquisition and cognition of brand information, but also builds deep brand loyalty through emotional connection and value recognition. College students tend to trust other users’ experience reviews in social media, and although this information is not completely rational and objective, it has an important impact on their purchase decisions. In addition, social influence and group identity also significantly affect college students’ purchase intention, and authenticity has become the key factor influencing college students’ purchase decisions. Based on the above research, this paper puts forward suggestions for social media brand marketing strategies, emphasizing the use of social media interaction to strengthen the emotional connection between brands and college students, and suggesting that policymakers should pay attention to the authenticity of social media information and protect consumer rights.