营销人员和品牌不断寻找创新方法，以最有效的方式找到目标细分市场。传统广 告已经失去了对消费者的影响，特别是对年轻消费者来说，品牌营销领域正在出现一 个相对新的广告现象，即网红营销。本文的研究目的是通过Instagram了解网红对蒙古 年轻女消费者的生活方式、产品消费意愿的影响。由于最近在蒙古广告业出现了网红， 他们作为广告来源的力量和效力尚未受到学术界的调查。因此，本研究通过考察网红 对消费意愿的影响，进一步了解网红的概念。 本文基于源可信度理论和技术接受模型结合构建研究模型。先前由Ohanian（1990） 提出的可信度三个维度和Davis（1989）提出的感知易用性和感知有用性两个维度用来 测试Instagram网红对蒙古年轻女消费者消费意愿的影响。因此，本文研究了消费者对 网红的吸引力、可靠性、专业性、有用性和易用性，及其对消费意愿和消费者态度的 影响。 本文主要采用了三个研究方法。首先是文献研究方法，然后是问卷调查方法和数 据分析方法。在文献回顾中，提供一个关于网红营销和网红可信度理论及其维度，技 术接受模型以及消费者消费意愿和态度的理论背景。随后，第二阶段为定量研究，目 的是验证一组研究假设。提出了11个假设，并通过在线调查进行了检验。它是通过一 项在线调查实现的，在该调查中，只选择了关注平台上一个或多个网红的活跃 Instagram用户。总的来说，收集了411有效的问卷。用SPSS23.0和AMOS26.0软件对数 据进行分析。 本研究发现，Instagram网红的可靠性、专业性、吸引力、有用性和易用性正影响 蒙古年轻女消费者的消费意愿、影响程度依次为可靠性、有用性、易用性、专业性、 吸引力，而网红的可靠性、专业性、吸引力、有用性和易用性正影响蒙古年轻女消费 者的态度，影响程度依次为易用性、有用性、专业性、可靠性和吸引力。消费者态度 与消费意愿之间的正相关假设也是有效的。最后，根据研究结果对营销人员和网红提 出了相应的营销建议。 关键词：网红；网红营销；消费意愿 II Abstract Marketersandbrandscontinuouslysearchforinnovativemethodstoreachtarget segmentsinthemosteffectiveway.Traditionaladvertisinghaslostitsimpactwithconsumers, especiallyforyoungconsumers,brandsaremovingtowardsarelativelynewphenomenonin advertising,influencermarketing.Thepursuedobjectiveofthisthesisisunderstandingthe impactofSocialInfluencersthroughInstagramonthepurchaseintentionoflifestyleproducts ofyoungfemaleMongolians.Duetotherecentemergenceofsocialmediainfluencersinthe Mongolianadvertisingindustry,theirpowerandeffectivenessasanadvertisingsourcehas notbeeninvestigatedacademically.Therefore,thisresearchfurtherseekstounderstandthe notionofsocialmediainfluencersbyexaminingtheeffectonpurchaseintention. BasedonthetheoryofSourcecredibilityandTechnologyacceptancemodel,thispaper constructsaresearchmodel.ThreedimensionsofcredibilityproposedbyOhanian(1990)and twodimensionsofperceivedeaseofuseandperceivedusefulnessproposedbyDavis(1989) wereusedtotestinstagramsocialmediainfluencers’impactonpurchaseintentionof Mongolianyoungfemaleconsumers.Therefore,thispaperstudiestheattractiveness, trustworthiness,expertize,usefulnessandeaseofuseofsocialmediainfluencer,andits impactonconsumerpurchaseintentionandattitude. Thispapermainlyusesthreeresearchmethods.First,literaturereview,andthen questionnairesurveymethodanddataanalysismethods.Intheliteraturereview,provideyou withatheoreticalcontextoninfluencermarketingandSourcecredibilitytheoryandits dimentions,TAMaswellasonconsumerpurchaseintentionandattitude.Subsequently,the secondphaseconsistsinaquantitativestudywiththeobjectivetoverifyasetofresearch hypotheses.11hypothesesweredrewupthattestedwiththehelpofanonlinesurvey.Itwas implementedthroughanonlinesurvey,whereonlyactiveInstagramusersthatfollowoneor moreinfluencersontheplatformwereselected.Overall,411validquestionnaireswere collected.SPSS23.0andAMOS26.0wereusedtoanalyzethedata. Thisstudyfindsthatthetrustworthiness,expertize,attractiveness,usefulnessandeaseof useofInstagraminfluencersareinfluencingthepurchaseintentionoffemaleyoung Mongolianconsumers,andthedegreeofinfluenceisfromhightolowasfollowing: trustworthiness,usefulness,easeofuse,expertizeandattractiveness,whilethetrustworthiness, expertize,attractiveness,usefulnessandeaseofuseofInstagraminfluencersareinfluencing theattitudeoffemaleyoungMongolianconsumers,andthedegreeofinfluenceisfromhigh tolow:easeofuse,usefulness,expertize,trustworthinessandattractiveness.Thepositive III correlationhypothesisbetweenconsumerattitudeandconsumerintentionisalsovalid. Finally,accordingtotheresultsofthisstudy,thecorrespondingmarketingsuggestionsareput forwardforthemarketingstaffandinfluencers. Keywords:Socialmediainfluencer;InfluencerMarketing;PurchaseIntention IV 目录 第一章绪论.............................................................................................................................1 1.1研究背景...............................................................................................................1 1.2研究问题...............................................................................................................2 1.3研究意义...............................................................................................................2 1.4研究方法...............................................................................................................4 1.5框架.......................................................................................................................4 第二章文献综述.....................................................................................................................7 2.1社交媒体相关研究...............................................................................................7 2.2社交媒体网红相关研究.......................................................................................8 2.3网红营销的相关研究.........................................................................................10 2.4Instagram平台和使用Instagram作为营销工具相关研究..........................12 2.5源可信度理论和相关研究.................................................................................14 2.5.1可靠性.........................................................................................................14 2.5.2专业性.........................................................................................................15 2.5.3吸引力.........................................................................................................15 2.6技术接受模型和相关研究.................................................................................16 2.7态度.....................................................................................................................18 2.8消费意愿..............................................................................................................................18 第三章网红对蒙古年轻女消费者消费意愿影响因素的研究假设...................................20 3.1研究假设.............................................................................................................20 3.1.1网红可信度三个维度与态度和消费意愿.................................................20 3.1.2有用性，易用性与消费意愿.....................................................................21 3.1.3态度与消费意愿.........................................................................................21 3.2研究模式.............................................................................................................21 3.3问卷设计.............................................................................................................22 V 3.4问卷预调查.........................................................................................................23 3.5正式问卷抽样.....................................................................................................25 3.6调査问卷发放与回收.........................................................................................25 第四章网红对蒙古年轻女消费者消费意愿影响因素的实证分析...................................26 4.1问卷信度分析.....................................................................................................26 4.2问卷效度分析.....................................................................................................26 4.3描述性统计分析......................................