管理评论

管理评论 ›› 2024, Vol. 36 ›› Issue (5): 126-136，163.

• 市场营销 • 上一篇    

影响者生成内容对消费者参与行为的影响研究

张红红1, 宫秀双2, 陆佳雯3   

  1. 1. 江南大学商学院, 无锡 214122;
    2. 重庆大学经济与工商管理学院, 重庆 400044;
    3. 阿里巴巴集团, 杭州 311121
  • 收稿日期:2021-11-02 发布日期:2024-06-06
  • 通讯作者: 宫秀双（通讯作者），重庆大学经济与工商管理学院副教授，博士。
  • 作者简介:张红红，江南大学商学院副教授，博士；陆佳雯，阿里巴巴集团整合营销专员，硕士。
  • 基金资助:
    国家自然科学基金项目 (72102089；72002083)。

The Impact of Influencer-generated Content on Consumer Engagement

Zhang Honghong1, Gong Xiushuang2, Lu Jiawen3   

  1. 1. School of Business, Jiangnan University, Wuxi 214122;
    2. School of Economics and Business Administration, Chongqing University, Chongqing 400044;
    3. Alibaba Group, Hangzhou 311121
  • Received:2021-11-02 Published:2024-06-06

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摘要： 作为企业品牌营销的重要手段，社交媒体影响者营销为品牌传播带来巨大流量。本研究基于详尽可能性模型和说服知识模型，利用社交媒体平台真实数据，探究了影响者生成内容的四个核心因素对消费者参与行为的影响。结果表明，影响者生成内容的形式、内容享乐价值、推广激励及推广意图对消费者参与行为有显著的直接影响，即影响者发布以视频形式、高享乐价值、有推广激励或以品牌宣传为意图的推广内容更能激发消费者的点赞、评论和转发行为。此外，推广意图起着显著的调节作用，即当推广意图是品牌宣传时，视频形式(vs.图文形式)或有推广激励(vs.无推广激励)的影响者生成内容更能激发消费者的评论和转发行为，而当推广意图是销售转化时，高享乐价值(vs.低享乐价值)的影响者生成内容更能激发消费者的评论行为。

关键词: 影响者营销, 消费者参与, 影响者生成内容, 推广意图

Abstract: As an essential tool for corporate brand marketing, social media influencer marketing brings significant traffic to brand com-munication. Based on the Elaboration Likelihood Model and the Persuasion Knowledge Model, this study utilizes real data from social media platforms to investigate the impact of four core factors of influencer-generated content on consumer engagement behavior. The re-sults reveal that the format of influencer-generated content, contents' hedonic value, campaign incentives, and campaign intent all have significant direct effects on consumer engagement behavior. Specifically, influencer-generated content presented in video format, with high hedonic value, campaign incentives, or brand-promoting intention, is more likely to elicit consumers' likes, comments, and sha-ring behavior. These effects are further moderated by campaign intent. Specifically, posts using videos (vs. text-image) and campaign in-centives (vs. no incentives) are more effective in generating comments and sharing behavior when the intent is to promote brand, where-as posts high in hedonic value (vs. low hedonic value) are more effective in generating comments when the intent is to increase trials.

Key words: influencer marketing, consumer engagement, influencer-generated content, campaign intent