跨境的网红营销对消费者购买意愿的影响机制研究

Research on the Impact Mechanism of Cross-Border Internet Celebrity Marketing on Consumers’ Willingness to Purchase

摘要: 随着TikTok Shop、速卖通等跨境电商平台的社交化转型，网红营销已成为中国品牌出海的核心策略之一。然而，现有研究多聚焦于国内直播电商场景，对跨境语境下网红特质如何影响海外消费者购买决策的深层机制探讨不足。本文基于社会比较理论与说服理论，构建了“网红特质(吸引力、专业性、同质性)→社会比较倾向→感知信任→购买意愿”的理论模型，并引入文化距离作为调节变量。采用问卷调查法，面向欧美地区TikTok用户收集有效问卷387份，运用结构方程模型进行假设检验。研究发现：网红的三类特质均显著正向影响消费者的社会比较倾向；社会比较倾向通过感知信任的中介作用进而增强购买意愿；文化距离负向调节网红专业性与感知信任之间的关系，但对吸引力、同质性与感知信任关系的调节效应不显著。本文揭示了跨境营销中社会比较机制的作用路径，为出海品牌甄选海外网红、优化本土化内容策略提供了理论依据与实践启示。

Abstract: With the social transformation of cross-border e-commerce platforms such as TikTok Shop and AliExpress, online celebrity marketing has become one of the core strategies for Chinese brands to go overseas. However, most of the existing studies focus on domestic live broadcast e-commerce scenarios, and there is insufficient discussion on the deep mechanism of how the characteristics of Internet celebrities affect overseas consumers’ purchase decisions in the cross-border context. Based on social comparison theory and persuasion theory, this paper constructs a theoretical model of “Internet celebrity characteristics (attractiveness, professionalism, homogeneity) → social comparison tendency → perceived trust → purchase willingness”, and introduces cultural distance as a moderating variable. Using the questionnaire survey method, 387 valid questionnaires were collected from TikTok users in Europe and the United States, and the structural equation model was used for hypothesis testing. The study found that: the three types of characteristics of Internet celebrities all significantly and positively affect consumers’ social comparison tendency; social comparison tends to enhance purchase intention through the intermediary role of perceived trust; cultural distance negatively regulates the relationship between Internet celebrity professionalism and perceived trust, but the moderating effect on the relationship between attractiveness, homogeneity and perceived trust is not significant. This article reveals the role path of the social comparison mechanism in cross-border marketing, and provides a theoretical basis and practical enlightenment for overseas brands to select overseas Internet celebrities and optimize localized content strategies.