新浪微博关键意见领袖对大学生网购消费的影响研究【摘要】存在于多个新媒体社交平台中的意见领袖，时常可以影响着人们的思想观念、消费行为等，对促进与刺激消费者购买产品方面具有突出的优势。从自媒体社交盛行以来，越来越多的企业开始选择网络社交媒体，通过人们之间的联系去宣传品牌或产品信息，使其进入大众消费者的视线以此得到关注消费。大学生群体作为一直具有较大消费潜力的市场之一，许多企业都会选择通过被称为当代年轻人的社交场-新浪微博平台上的意见领袖这一群体，来刺激引导大学生的消费行为。但大多数企业却低估了社交营销的复杂度，即使有流量也难实现高转化，最后营销效果难以达到预期。本文则是通过研究新浪微博关键意见领袖对大学生网购决策行为的影响，利用问卷调查法、相关分析法和文献研究法的方式，为现在的品牌方企业和相关意见领袖进行线上营销提出可行性建议。【关键词】新浪微博；意见领袖；大学生；消费行为Research on the influence of Sina Weibo opinion leaders on online shopping consumption of college students【Abstract】The opinion leaders appear in many new media social platforms,who can often influence people’s ideas and consumption behavior.Opinion leaders have the prominent advantage to promote and stimulate shopping behavior of consumer.Since the rise of social media,more and more company choose online social media through the connections between people to promote the influence of their brand and product. As one of the market with consumption potential,college student group is noticed by many companies.The companies always use sina weibo opinion leaders to influence the consumption behavior of college students.But a lot of them understimate the complexity of social marketing.So even if they have many fans, high transformation is not easy to achieve. Based on the analysis of the questionnaire data,correlational method and literature research method,this paper proposes suggestions about online marketing for enterprises and opinion leaders,by studyin...
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