女性视角下网红代言对企业品牌价值的影响研究

Research on the Impact of Internet Celebrity Endorsement on Corporate Brand Value from the Perspective of Women

摘要: 随着网红代言产品和为品牌发声的发展，理清网红代言对用户品牌价值感知的影响路径成为众多品牌方面临的重大问题。本文从女性用户视角出发，通过文献总结和理论分析，提出相应的研究假设，并结合女性用户和网红代言的特点，构建了以熟悉性、专业性、相似性因素为前因、以公信力、说服力、吸引力为媒介，以品牌价值度为结果的结构方程模型，并面向女性用户对模型进行了检验校正。研究发现，公信力、吸引力、说服力显著影响品牌价值感；熟悉性显著影响公信力；专业性对吸引力、说服力都具有显著影响；相似性对公信力、吸引力都具有显著影响。针对以上结论，品牌方可以从熟悉性、专业性、相似性方面挑选代言的网红，并着重考察网红的专业性和与顾客的相似性。

Abstract: With the development of Internet celebrity endorsement products and brand voices, it has become a major issue for many brands to clarify the influence path of Internet celebrity endorsement on users’ brand value perception. From the perspective of female users, this paper puts forward cor-responding research hypotheses through literature summary and theoretical analysis, and com-bines the characteristics of female users and Internet celebrity endorsements to construct a model with familiarity, professionalism, and similarity as antecedents, credibility, and Persuasiveness and attractiveness as the medium, brand value as the result of the structural equation model, and the model was tested and corrected for female users. The study found that credibility, attractiveness, and persuasion have a significant impact on brand value; familiarity has a significant impact on credibility; professionalism has a significant impact on attractiveness and persuasion; similarity has a significant impact on credibility and attractiveness. In view of the above conclusions, the brand side can select internet celebrities for endorsement in terms of familiarity, professionalism, and similarity, and focus on examining the professionalism of internet celebrities and similarity with customers.