摘 要

自疫情爆发以来，由于受到购买方式的限制，传统的销售方式受到冲击。产品销路不畅，经济内循环遭到阻碍。直播带货逐渐开始流行起来。

文章首先阐述了粉丝经济以及意见领袖有关的文献资料，并且整合了以往的调研成果，论述了文章调研的意义，同时细分了意见领袖对粉丝购买行为的影响，主要涉及两点，一个是激励效应，一个是抑制效应。其中，意见领袖对粉丝消费者的激励效应体现在意见领袖能够通过自身的专业性与社交性使粉丝消费者产生对其推荐产品的购买意愿。而意见领袖对粉丝消费者购买行为的抑制效应体现在，当意见领袖出现对其公信力有负面影响的行为时，消费者会减少甚至不再购买意见领袖推荐的产品。将粉丝之间购买行为的影响分为三个方面，分别是：粉丝的攀比心理：有些粉丝通过购买意见领袖代言产品的多少来表达对意见领袖的好感度，消费更多的粉丝容易产生优越感。因此就容易引起粉丝之间相互攀比现象。粉丝的从众心理：对于一些业内知名的意见领袖粉丝会带动周围的人购买意见领袖推荐的产品，随着意见领袖的粉丝群体的壮大，会引起越来越多的其他消费者的注意。粉丝的求利心理：通过关注意见领袖，粉丝消费者可能接收到商品优惠的通知，也节省了自己挑选商品的时间成本。

论文利用收敛效度、区别效度划分量表维度，运用截面模型衡量粉丝消费者购买意愿相关系数。结合以往的成熟量表和实地调研，编制了调查问卷，总计的样本量为321。并以搜集到的数据进行信度和效度分析，来保证数据的可信度与研究的可行性。研究结果表明：社交性→好感度→购买意愿、信息质量→好感度→购买意愿、他人意见→好感度→购买意愿模型存在部分中介效应。即社交性、信息质量、他人意见可以对购买意愿产生影响，也可以通过好感度对购买意愿产生影响。知名度→好感度→购买意愿、商品质量→好感度→购买意愿模型存在完全中介效应。基于此结果，本文认为：

1.意见领袖可以提高自身的专业性及社交性来提高带货商品的销售量。

2.意见领袖可以通过提高推荐的商品质量来增加粉丝对自己的信任感，从而提高粉丝的购买意愿。

Abstract

Since the outbreak of the epidemic, traditional sales methods have been hit due to restrictions on purchasing methods. The sales of products are not smooth, and the internal circulation of the economy is hindered. Live streaming has gradually become popular. The article first expounds the literature on the fan economy and opinion leaders, and integrates the previous research results, discusses the significance of the article research, and subdivides the influence of opinion leaders on the purchase behavior of fans, mainly involving two points, one is incentives effect, one is the inhibitory effect. Among them, the motivational effect of opinion leaders on fan consumers is reflected in the fact that opinion leaders can make fans consumers purchase their recommended products through their professionalism and sociality. The inhibitory effect of opinion leaders on the purchase behavior of fans is reflected in the fact that when opinion leaders have behaviors that have a negative impact on their credibility, consumers will reduce or even stop buying products recommended by opinion leaders. The influence of purchasing behavior among fans is divided into three aspects: fans’ comparison psychology: some fans express their favorability to opinion leaders by purchasing the products endorsed by opinion leaders, and fans who consume more are prone to feel superior. . Therefore, it is easy to cause competition among fans. Fans’ herd mentality: Fans of some well-known opinion leaders in the industry will drive people around them to buy products recommended by the opinion leaders. With the growth of the opinion leaders’ fan base, more and more other consumers will pay attention. Fans' profit-seeking psychology: By following opinion leaders, fans and consumers may receive notifications of product discounts, which also saves the time and cost of selecting products by themselves. The paper uses convergent validity and discriminant validity to divide scale dimensions, and uses cross-sectional model to measure the correlation coefficient of fan consumers' purchase intention. Combined with previous mature scales and field research, a questionnaire was prepared, with a total sample size of 321. The reliability and validity of the collected data are analyzed to ensure the reliability of the data and the feasibility of the research. The research results show that there is a partial mediation effect in the model of sociality→favorability degree→purchase intention, information quality→favorability degree→purchase intention, opinions of others→favorability degree→purchase intention. That is, sociality, information quality, and opinions of others can have an impact on purchase intention, and can also affect purchase intention through favorability. There is a complete mediation effect in the model of popularity→favorability→purchase intention, product quality→favorability→purchase intention. Based on this result, this paper argues that: 1. Opinion leaders can improve their professionalism and sociality to increase the sales of goods with goods. 2. Opinion leaders can increase fans' trust in themselves by improving the quality of recommended products, thereby increasing fans' purchase intention.