短视频中意见领袖特征对消费者信任和参与度的影响
How Characteristics of Opinion Leaders in Short Video Influence Consumer Trust and Engagement
摘要: 短视频社交媒体(例如抖音等)发展迅速。许多公司选择意见领袖来推广产品。文章探究了短视频中意见领袖的个人特征、消费者信任、消费者参与行为间的影响关系。参考有关社交媒体广告，口碑传播和消费者行为等研究。我们提出了一个全面的模型框架，用以探究意见领袖的特征，消费者的信任和参与度之间的关系。我们发现意见领袖的专业性、互动性、声誉、吸引力对消费者的信任和参与具有积极的影响，这些特征可以通过信任作为中介来影响消费者的参与度。最后，文章进一步阐述了研究的应用价值。
Abstract: Short video social media (e.g., DouYin) develops very quickly. Many firms choose opinion leaders to promote products. The article explores the influence of personal characteristics of opinion leaders on consumer trust and consumer participation behavior in short videos. Referring to literature in social media ads, word-of-mouth, and consumer behavior. Our study proposes a comprehensive framework with which to examine the relationship between the characteristics of opinion leaders, consumer’s trust and engagement. We find opinion leaders’ expertise, interactivity, credibility, and attractiveness have positive effect on consumer trust and engagement, and these characters can build consumer engagement with trust as mediator. Practical implications are further discussed.
文章引用：邱忠将. 短视频中意见领袖特征对消费者信任和参与度的影响[J]. 社会科学前沿, 2020, 9(8): 1235-1245. https://doi.org/10.12677/ASS.2020.98173

参考文献

[1] Marinucci, J. (2018) Five Social Media Trends That Will Impact Digital Advertising. Forbes. https://www.forbes.com/sites/forbesagencycouncil/2018/09/14/five-social-media-trends-that-will-impact-digital-advertising
[2] Li, H. and Lo, H.Y. (2015) Do You Recognize Its Brand? The Effectiveness of Online In-Stream Video Advertisements. Journal of Advertising, 44, 208-218. [Google Scholar] [CrossRef] 
[3] Pashkevich, M., Dorai-Raj, S., Kellar, M. and Zigmond, D. (2012) Empowering Online Advertisements by Empowering Viewers with the Right to Choose: The Relative Effectiveness of Skippable Video Advertisements on YouTube. Journal of Advertising Research, 52, 451-457. [Google Scholar] [CrossRef] 
[4] Hajli, N. (2015) Social Commerce Constructs and Consumer’s Intention to Buy. International Journal of Information Management, 35, 183-191. [Google Scholar] [CrossRef] 
[5] Alamäki, A., Pesonen, J. and Dirin, A. (2019) Triggering Effects of Mobile Video Marketing in Nature Tourism: Media Richness Perspective. Information Processing & Management, 56, 756-770. [Google Scholar] [CrossRef] 
[6] Kim, Y. and Peterson, R.A. (2017) A Meta-Analysis of Online Trust Relationships in E-Commerce. Journal of Interactive Marketing, 38, 44-54. [Google Scholar] [CrossRef] 
[7] Gefen, D. and Pavlou, P.A. (2012) The Boundaries of Trust and Risk: The Quadratic Moderating Role of Institutional Structures. Information Systems Research, 23, 940-959. [Google Scholar] [CrossRef] 
[8] Cheng, X., Fu, S. and Druckenmiller, D. (2016) Trust Development in Globally Distributed Collaboration: A Case of US and Chinese Mixed Teams. Journal of Management Information Systems, 33, 978-1007. [Google Scholar] [CrossRef] 
[9] Ba, S. and Pavlou, P.A. (2002) Evidence of the Effect of Trust Building Technology in Electronic Markets: Price Premiums and Buyer Behavior. MIS Quarterly, 26, 243-268. [Google Scholar] [CrossRef] 
[10] Stewart, R., Soremekun, M., Perera, G., Broadbent, M., Callard, F., Denis, M. and Lovestone, S. (2009) The South London and Maudsley NHS Foundation Trust Biomedical Research Centre (SLAM BRC) Case Register: Development and Descriptive Data. BMC Psychiatry, 9, 51. [Google Scholar] [CrossRef] 
[11] Lewis, J.D. and Weigert, A.J. (2012) The Social Dynamics of Trust: Theoretical and Empirical Research, 1985-2012. Social Forces, 91, 25-31. [Google Scholar] [CrossRef] 
[12] Coleman, K. and Stern, M.J. (2018) Exploring the Functions of Different Forms of Trust in Collaborative Natural Resource Management. Society & Natural Resources, 31, 21-38. [Google Scholar] [CrossRef] 
[13] McKnight, D.H. and Chervany, N.L. (2001) What Trust Means in e-Commerce Customer Relationships: An Interdisciplinary Conceptual Typology. International Journal of Electronic Commerce, 6, 35-59. [Google Scholar] [CrossRef] 
[14] Ganesan, S. (1994) Determinants of Long-Term Orientation in Buyer-Seller Relationships. Journal of Marketing, 58, 1-19. [Google Scholar] [CrossRef] 
[15] Gluck, M. (2012) Digital Ad Engagement: An Industry Overview and Reconceptualization. Interactive Advertising Bureau (IAB).
[16] Brodie, R.J., Ilic, A., Juric, B. and Hollebeek, L. (2013) Consumer Engagement in a Virtual Brand Community: An Exploratory Analysis. Journal of Business Research, 66, 105-114. [Google Scholar] [CrossRef] 
[17] Hollebeek, L. (2011) Exploring Customer Brand Engagement: Definition and Themes. Journal of Strategic Marketing, 19, 555-573. [Google Scholar] [CrossRef] 
[18] Kaplan, A.M. and Haenlein, M. (2010) Users of the World, Unite! The Challenges and Opportunities of Social Media. Business Horizons, 53, 59-68. [Google Scholar] [CrossRef] 
[19] Zaglia, M.E. (2013) Brand Communities Embedded in Social Networks. Journal of Business Research, 66, 216-223. [Google Scholar] [CrossRef] [PubMed]
[20] Corey, L.G. (1971) People Who Claim to Be Opinion Leaders: Identifying Their Characteristics by Self-Report. Journal of Marketing, 35, 48-53. [Google Scholar] [CrossRef] 
[21] Samson, A. (2010) Product Usage and Firm-Generated Word of Mouth: Some Results from FMCG Product Trials. International Journal of Market Research, 52, 459-482. [Google Scholar] [CrossRef] 
[22] Chaudhry, S.A. and Irshad, W. (2013) Opinion Leadership and Its Role in Buyer Decision Making. Academy of Contemporary Research Journal, 7, 7-14.
[23] Momtaz, N.J., Aghaie, A. and Alizadeh, S. (2011) Identifying Opinion Leaders for Marketing by Analyzing Online Social Networks. International Journal of Virtual Communities and Social Networking (IJVCSN), 3, 19-34. [Google Scholar] [CrossRef] 
[24] Bansal, H.S. and Voyer, P.A. (2000) Word-of-Mouth Processes within a Services Purchase Decision Context. Journal of Service Research, 3, 166-177. [Google Scholar] [CrossRef] 
[25] Meng, F. and Wei, J. (2014) Research on the Influential Factor of Consumer Model Based on Online Opinion Leader. Computer Modelling and New Technologies, 18, 236-243.
[26] Kelleher, T. (2009) Conversational Voice, Communicated Commitment, and Public Relations Outcomes in Interactive Online Communication. Journal of Communication, 59, 172-188. [Google Scholar] [CrossRef] 
[27] Scarpi, D. (2010) Does Size Matter? An Examination of Small and Large Web-Based Brand Communities. Journal of Interactive Marketing, 24, 14-21. [Google Scholar] [CrossRef] 
[28] Li, F. and Du, T.C. (2011) Who Is Talking? An Ontology-Based Opinion Leader Identification Framework for Word-of-Mouth Marketing in Online Social Blogs. Decision Support Systems, 51, 190-197. [Google Scholar] [CrossRef] 
[29] Zhao, L., Lu, Y., Wang, B. and Huang, W. (2011) What Makes Them Happy and Curious Online? An Empirical Study on High School Students’ Internet Use from a Self-Determination Theory Perspective. Computers & Education, 56, 346-356. [Google Scholar] [CrossRef] 
[30] Erdogan, B.Z. (1999) Celebrity Endorsement: A Literature Review. Journal of Marketing Management, 15, 291-314. [Google Scholar] [CrossRef] 
[31] Ohanian, R. (1990) Construction and Validation of a Scale to Measure Celebrity Endorsers’ Perceived Expertise, Trustworthiness, and Attractiveness. Journal of Advertising, 19, 39-52. [Google Scholar] [CrossRef] 
[32] Cheng, X., Fu, S., Sun, J., Bilgihan, A. and Okumus, F. (2019) An Investigation on Online Reviews in Sharing Economy Driven Hospitality Platforms: A Viewpoint of Trust. Tourism Management, 71, 366-377. [Google Scholar] [CrossRef] 
[33] La Ferle, C. and Choi, S.M. (2005) The Importance of Perceived Endorser Credibility in South Korean Advertising. Journal of Current Issues & Research in Advertising, 27, 67-81. [Google Scholar] [CrossRef] 
[34] Bristor, J. (1990) Exhanced Explanations of Word of Mouth Communications; the Power of Relations. Research in Consumer Behavior, 4, 51-83.
[35] Ohanian, R. (1991) The Impact of Celebrity Spokespersons’ Perceived Image on Consumers’ Intention to Purchase. Journal of Advertising Research, 31, 46-54.
[36] Calder, B.J., Malthouse, E.C. and Schaedel, U. (2009) An Experimental Study of the Relationship between Online Engagement and Advertising Effectiveness. Journal of Interactive Marketing, 23, 321-331. [Google Scholar] [CrossRef] 

为你推荐