消费者在制定网络购买决策时往往会比较关注网络口碑信息这一因素，大部分口碑 信息是由活跃于网络平台、拥有一定知名度并积极发布和传递媒体信息的群体生成，该 群体被称之为网络意见领袖。网络意见领袖是消费者了解信息的重要来源，研究表明绝 大多数的网络消费者在制定网络购买决策时往往会参考网络意见领袖所提供的信息，因 此，他们传所播的相关产品或服务信息在很大程度上会影响其他消费者的购买态度和购买意愿。 微博意见领袖目前具有强大的话语权与传播影响力，如知名美妆博主李佳琦Austin的粉 丝数量1532万（截至2020年5月），他们庞大的粉丝群体和个人号召力与影响力使微 博意见领袖成为了其认证领域的晴雨表。微博平台凭借其庞大的用户基础成为了企业以 及个人进行产品营销的主要渠道，为了提高产品销量，企业会将目光投放于微博意见领 袖，将微博意见领袖作为产品传播以及销售的一个积极途径，从而获得广大消费者的认 可。 基于此背景，本文从微博营销中意见领袖出发，基于传播过程理论和S—O—R理论， 以感知价值为中介变量构建了微博营销中意见领袖对消费者购买意愿影响的理论模型， 通过阅读和整理相关文献将微博意见划分为个体特征和推荐信息特征并提出了各变量 之间的相关研究假设。通过问卷调查法收集本文研究所需的数据，并对所获取的数据进 行相关分析，利用结构方程模型验证研究假设。研究结果表明：（1）微博意见领袖个 体特征-专业性、知名度、互动性，微博意见领袖推荐信息特征-视觉线索、信息质量对 消费者感知价值和购买意愿产生显著正向影响。（2）感知价值是微博意见领袖影响消 费者购买意愿的重要中介变量。 关键词：微博意见领袖，感知价值，消费者购买意愿 ii Abstract Consumerstendtopaymoreattentiontothefactorofonlinewordofmouth whenmakingonlinepurchasedecisions.Mostofthewordofmouthinformationis generatedbyagroupthatisactiveonthenetworkplatform,hasacertainreputation, andactivelypublishesandtransmitsinformation.Thisgroupiscalledonlineopinions. leader.Onlineopinionleadersareanimportantsourceforconsumerstounderstand information.Thevastmajorityofonlineconsumersoftenrefertotheinformation providedbyonlineopinionleaderswhenmakingpurchasedecisions.Therefore,the informationaboutrelatedproductsorservicestheydisseminateislargelyWillaffect otherconsumers'purchaseattitudesandpurchaseintentions.Weiboopinionleaders haveastrongvoiceandinfluence,suchaswell-knownbeautybloggerLiJiaqiAustin has15.32millionfans(asofMay2020)andtheirlargefanbaseandpersonalappeal andinfluencemakeitabarometeroftheircertificationfield.Withitshugeuserbase, theWeiboplatformhasbecomethemainchannelforcompaniesandindividualsto carryoutproductmarketing.Inordertoincreaseproductsales,companieswillfocus onWeiboopinionleaders,anduseWeiboopinionleadersasanactiveproduct communicationandsalesWaystogainrecognitionfromconsumers. Basedonthisbackground,thisarticlestartsfromWeiboopinionleaders,based onthecommunicationprocesstheoryandS-O-Rrationale,andusesperceivedvalue asanintermediaryvariabletobuildamodeloftheinfluenceof opinionleadersonconsumers’purchaseintentioninWeibomarketing.He sortedoutrelevantliteratureanddividedWeiboopinionsintoindividual characteristicsandrecommendedinformationcharacteristicsandputforward researchhypothesesamongvariousvariables.Collectthedataneededfortheresearch iii inthispaperthroughquestionnairesurvey,useSPSS23.0andAMOS23.0fordata analysisandmodeltest.Theresearchresultsshowthat:(1)Theindividual characteristicsofWeiboopinionleaders-professionalism,popularity,and interactivity;thecharacteristicsofWeiboopinionleadersrecommended information-visualcues,andinformationqualityhaveasignificantpositiveimpacton consumers'perceivedvalueandpurchaseintention.(2)Perceivedvalueisan importantintermediaryvariableofWeiboopinionleadersinfluencingconsumers' purchaseintention. Keywords:Weiboopinionleader,perceivedvalue,consumers'purchaseIntention iv 目录 第一章绪论............................................................................................................................1 1.1研究背景..................................................................................................................1 1.2研究意义......................................................................................................................2 1.2.1理论意义............................................................................................................2 1.2.2实践意义............................................................................................................2 1.3研究内容与框架..........................................................................................................2 1.4研究方法......................................................................................................................4 1.5创新点..........................................................................................................................5 第二章文献综述....................................................................................................................6 2.1微博及微博营销相关研究..........................................................................................6 2.2网络意见领袖的相关研究..........................................................................................7 2.2.1意见领袖的概念................................................................................................7 2.2.2网络意见领袖的概念........................................................................................8 2.2.3网络意见领袖的特征........................................................................................9 2.2.4微博意见领袖..................................................................................................11 2.3感知价值的相关研究................................................................................................12 2.3.1感知价值的概念..............................................................................................13 2.3.2感知价值的构成维度......................................................................................13 2.3.3感知价值与购买意愿......................................................................................14 2.4网络意见领袖与消费者购买意愿相关研究............................................................14 2.4.1消费者购买意愿..............................................................................................14 2.4.2网络意见领袖与消费者购买意愿..................................................................15 第三章模型构建与研究假设..............................................................................................18 3.1模型理论基础............................................................................................................18 3.1.1传播过程理论..................................................................................................18 3.1.2S—O—R理论..................................................................................................18 3.2模型构建....................................................................................................................19 3.3变量定义与研究假设................................................................................................20 3.3.1微博意见领袖个体特征与消费者感知价值和购买意愿的关系..................20 3.3.2微博意见领袖推荐信息特征与感知价值和购买意愿的关系......................22 3.3.3消费者感知价值与购买意愿的关系..............................................................23 第四章问卷设计与数据收集..............................................................................................24 4.1变量测量....................................................................................................................24 v 4.2问卷设计..................................................................................................................26 4.3问卷前测....................................................................................................................27 第五章数据分析与假设检验..............................................................................................29 5.1描述性统计分析........................................................................................................29 5.2信度和效度分析........