数字影响者营销:信息可信度和媒体可信度如何影响信任和冲动购买

Komal Shamim, Tahir Islam
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引用次数: 15

摘要

摘要本研究揭示了社交网站背景下数字影响者对消费者冲动购买行为的影响机制。基于信号理论,本研究探讨了信息可信度(信息价值和替代表达)和媒体可信度(感知交互性和透明度)在发展对数字影响者的信任,从而导致冲动购买中的作用。此外,本研究还探讨了社交商务(s-commerce)体验对冲动购买与冲动购买之间关系的调节作用。本研究收集了社交网络用户的数据。研究发现,信息可信度和媒体可信度在发展数字影响者的信任中发挥了重要作用,从而增强了社交媒体上的冲动购买冲动。此外,研究结果表明,s-commerce体验并没有调节UTB与冲动购买之间的关系。最后,本研究为营销人员和决策者提供了重要的见解。
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Digital influencer marketing: How message credibility and media credibility affect trust and impulsive buying
ABSTRACT This study develops an underlying mechanism outlining the impact of digital influencers on consumer impulse-buying behavior in the context of social networking sites (SNSs). Based on signaling theory, this research examines the role of message credibility (informational value and vicarious expressions) and media credibility (perceived interactivity and transparency) in developing trust in digital influencers, resulting in impulse buying. Moreover, this study explores the moderating effect of social commerce (s-commerce) experience on the relationship between urge-to-buy (UTB) and impulse buying. This study collects data from SNS users. Findings reveal that message credibility and media credibility play a significant role in developing trust in digital influencers, thereby enhancing the urge to buy impulsively on SNSs. In addition, results show that s-commerce experience does not moderate the relationship between UTB and impulsive buying. Finally, this study provides critical insights to marketers and policymakers.
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来源期刊
CiteScore
4.00
自引率
6.20%
发文量
21
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