品牌认同视角下影响者对消费者购买意愿的影响及机制研究

Research on the Influence and Mechanism of Influencer on Consumers’ Purchase Intention from the Perspective of Brand Identification

摘要: 近年来，影响者营销受到越来越多品牌方的青睐，想要更好地发挥影响者营销的优势，就必须了解营销者营销对消费者购买意愿的影响机制。为此，本文基于信源可信度模型，选取了影响者的可信度、专业性、外表吸引力和社会吸引力作为自变量，以品牌认同为中介变量，品牌熟悉度和感知严重性为调节变量，构建影响者特征对购买意愿的影响模型，进行问卷调研，对问卷数据进行结构方程模型分析、中介效应分析和调节效应分析。研究结论表明：影响者特征对受众的品牌认同感影响显著，但各维度影响程度不同；受众的品牌认同感对购买意愿影响显著，且在影响者特征到购买意愿的路径中起中介作用；品牌熟悉度和感知严重性在影响者特征对品牌认同的影响路径上均有显著调节作用。

Abstract: In recent years, influencer marketing has been favored by more and more brands. In order to really benefit from the use of influencer marketing, it is a must to explore the influence mechanism of influencer marketing on consumers’ purchase intention. Based on the trust source credibility model, this paper selects the trustworthiness, expertise, physical attractiveness and social attractiveness of influencers as independent variables, takes brand identification as the intermediary variable, brand familiarity and perceived severity as the moderating variable, constructs a model of influencer characteristics on purchase intention and designs and distributes questionnaires. Structural equation model analysis, mediating effect analysis and moderating effect analysis are carried out. The research results of this thesis show that: influencers’ trustworthiness, expertise, physical attractiveness and social attractiveness have a significant impact on the audience’s brand identification, but the impact of each measurement variable is different. Brand identification has a significant impact on purchase intention and plays an intermediary role in the path from influencer characteristics to purchase intention. Brand familiarity and perceived severity have a significant moderating effect on the influence path of influencer characteristics on brand identification.