摘要
关键意见领袖(key opinion leader,KOL)营销已逐渐成为商品宣传的主要方式之一。现有研究对KOL特征及作用机制缺乏深入探讨,导致实际营销效果与预期目标之间可能存在较大偏差。本研究从文化认同视角出发,基于“刺激有机体反应”(stimulus-organism-response,SOR)理论,构建有调节的中介模型,探究KOL信息源特性对国潮服装消费者购买意愿的影响机制,并分析国潮文化认同的中介作用及消费者自我概念一致性的调节作用。结果表明:KOL的专业性和吸引性显著正向影响消费者国潮文化认同;国潮文化认同在消费者购买意愿中起中介作用;消费者自我概念一致性正向调节KOL专业性、吸引性与国潮文化认同之间的关系。研究结果为国潮服装营销策略优化提供了理论参考。
Key opinion leader(KOL)marketing has gradually become one of the primary methods for product promotion.Existing research lacks in-depth exploration of KOL characteristics and their underlying mechanisms,potentially leading to significant deviations between actual marketing outcomes and expected goals.From the perspective of cultural identity,this study constructs a moderated mediation model based on the stimulus-organism-response(SOR)theory to investigate the impact mechanisms of KOL information source attributes on purchase intentions among China-Chic clothing consumers.It further analyzes the mediating role of China-Chic cultural identity and the moderating role of consumer self-concept consistency.The results indicate that KOL expertise and attractiveness significantly and positively influence consumers'China-Chic cultural identity,which mediates their purchase intentions.Additionally,consumer self-concept consistency positively moderates the relationships between KOL expertise,attractiveness,and China-Chic cultural identity.The findings provide theoretical insights for optimizing marketing strategies for China-Chic clothing.
作者
鲜于建川
马欣玥
XIANYU Jianchuan;MA Xinyue(School of business,Shanghai Dianji University,Shanghai 201306,China)
出处
《上海电机学院学报》
2025年第2期120-124,共5页
Journal of Shanghai Dianji University
关键词
国潮文化
信息源特性
文化认同
购买意愿
China-Chic
information source characteristics
cultural identity
purchase intention
