服装意见领袖对消费者网购决策行为的影响研究外文翻译资料

服装意见领袖对消费者网购决策行为的影响研究

摘要：以往的研究已经证明了SOR模型和计划行为理论在消费者行为研究中的适用性，这对本文解释服装意见领袖对消费者行为的影响机制具有参考意义。此外，学者们对意见领袖的定义、个人特征、信息特征和识别的研究已经非常成熟，并取得了大量的实证结果。以往的研究表明，意见领袖通过个人特征和信息特征影响消费者的态度，从而影响消费者的决策行为。根据前人的研究成果，本文将从意见领袖的个人特征和信息特征的角度构建一个符合服装网购市场的研究模型，并在上述文献研究的基础上进行进一步的研究。

关键词：SOR模型；计划行为理论；意见领袖

引用文献一：

Instagram 让我买了它：时尚行业的 Z 世代冲动购买

原文作者：Elmira Djafarova ，Tamar Bowes

根据文献综述，广告形式的 BGC 被认为是触发冲动购买的有效方式。 这一点得到了当前结果的支持，该结果发现广告是被调查者认为是积极的。受访者认为舆论领袖不可信，他们意识到周围媒体的负面报道。然而，一项重要的发现显示，微名人仍然是 Z 一代女性在引领潮流时冲动购买时尚的主要影响因素。这与文献中发现的观点领袖很 少影响 Instagram 用户的购买决定相矛盾。然而，由于目前的研究仅探讨时尚产品，它表明，由于时尚意识强的消费者广泛使用 Instagram 来获取灵感和购买决策，意见领袖在这个行业仍然具有影响力。

外文文献出处：Djafarova E , Bowes T . Instagram made Me buy it: Generation Z impulse purchases in fashion industry[J]. Journal of Retailing and Consumer Services, 2021, 59.

引用文献二：

计划行为理论

原文作者: ICEK AJZEN

在本文中，我试图说明计划行为理论为处理人类社会行为的复杂性提供了一个有用的概念框架。该理论融合了社会和行为科学中的一些核心概念，并以一种允许在特定环境中预测和理解特定行为的方式定义了这些概念。人们通常发现，对行为的态度、与行为有关的主观规范以及对行为的感知控制能够以高度准确的方式预测行为意图。反过来，这些意图，再加上感知到的行为控制，可以解释相当大比例的行为差异。

1. 外文文献出处：Ajzen I . The theory of planned behavior[J]. Organizational Behavior amp; Human Decision Processes, 1991, 50(2):179–211.

引用文献三：

时尚影响者如何影响消费者的购买意愿

原文作者 :Youssef Chetioui, Hikma Benlafqih , Hind Lebdaoui

基于610名摩洛哥受访者的样本，我们实证证实，消费者对影响者的态度受到感知可信度、信任、感知专业知识、感知一致性、感知行为控制和主观规范的显著偏见，正如之前的研究所建议的那样。感知可信度被证明是说服消费者对影响者态度的主要因素，其次是专业知识和信任，而主观规范对消费者对FI态度的影响最弱。我们的研究结果显示，被认为可信和值得信赖的FIs更有可能影响追随者的态度和购买意愿。研究表明，对品牌的态度差异很大一部分来自对FIs的态度。这意味着消费者更有可能欣赏或推荐受大众影响者推荐的品牌。最后，我们的结果表明，对FIs和品牌的态度对消费者的购买意愿有显著影响。这项研究通过了解消费者对FIs的认知及其对购买意图和行为的影响，补充了文献的内容。这些发现与正在进行的关于影响力营销以及影响力如何通过代言塑造品牌认知的辩论有着重要的相关性。

外文文献出处：Chetioui Y, Benlafqih H, Lebdaoui H. How fashion influencers contribute to consumers purchase intention[J]. Journal of Fashion Marketing and Management: An International Journal,2020,24(3):361-380.

引用文献四：

自我认同和社会认同是消费者购买奢侈品和支付高价意愿的驱动力

原文作者 :Suha Fouad Salem,Sharif Omar Salem

本研究开发了一个概念框架，可以帮助我们了解马来西亚背景下奢侈品购买意向行为的前因和后果。具体而言，本研究将社会认同、自我认同和价格溢价等变量纳入TPB，为现有知识提供有价值的理论见解。这项研究对市场营销文献做出了几点贡献。首先，它使营销成为可能。学者们开始意识到社会身份建构的重要性，以及它如何通过在马来西亚背景下塑造对奢侈品的有利态度，显著影响消费者购买奢侈品的决定。其次，目前的研究表明，自我认同在消费者决策中起着重要作用，当奢侈品反映了消费者的自我形象并符合他们的某一特征时，消费者有强烈的购买动机。第三，本研究考察了消费者对奢侈品的购买意愿对其支付高价的意愿的影响。研究这种关系可以更好地理解消费者愿意支付价格溢价的前因。

外文文献出处：SALEM S F, SALEMSO. Self-identity and social identity as drivers of consumersrsquo;purchase intention towards luxury fashion goods and willingness to pay premium price[J]. Asian Academy of Management Journal,2018,24( 2) : 161-184．

引用文献五：

选民如何在总统竞选中下定决心

原文作者:Paul F. Lazarsfeld,Bernard Berelson,Hazel Gaudet,

据他介绍，竞选期间政治交流的增加增加了选民对政治的兴趣信息。这反过来又会导致更多的沟通参与。然而，根据该模型，人们非常有选择性地获取信息。候选人和媒体的竞选信息将通过家庭、俱乐部和协会以及工作场所的直接个人环境中的政治讨论过滤。这些个人沟通通常是非常同质的，因为选择对话者是通过社会结构特征引导的。“意见领袖”发挥了突出作用，他们特别密切关注候选人和媒体的竞选沟通并作为其他公民的参考点。他们行动作为团体政治规范的一种守护者，并且只会将那些符合组织的规范匹配。这句话浓缩了作者关于政治传播的两阶段流动的论文。总体而言，他们大量谈论、个人交流政治的行为比大众传播更重要。

外文文献出处：Lazarsfeld. P. F. Berelson B. Gaudet H. The Peoplersquo;s Choice: How the voter makes up his Mind in a Presidential Campaign[M]. New York: Columbia University Press, 1944:99-100.

引用文献六：

关于扩散理论的新命题

原文作者:HUBERT GATIGNON ,THOMAS S. ROBERTSON

本研究开发了一个概念框架，可以帮助我们了解马来西亚背景下奢侈品购买意向行为的前因和后果。具体而言，本研究将社会认同、自我认同和价格溢价等变量纳入TPB，为现有知识提供有价值的理论见解。这项研究对市场营销文献做出了几点贡献。首先，它使营销成为可能。学者们开始意识到社会身份建构的重要性，以及它如何通过在马来西亚背景下塑造对奢侈品的有利态度，显著影响消费者购买奢侈品的决定。其次，目前的研究表明，自我认同在消费者决策中起着重要作用，当奢侈品反映了消费者的自我形象并符合他们的某一特征时，消费者有强烈的购买动机。第三，本研究考察了消费者对奢侈品的购买意愿对其支付高价的意愿的影响。研究这种关系可以更好地理解消费者愿意支付价格溢价的前因。

外文文献出处：Gatignon H.Roberson T.S. A proposional inventory for new diffusion research [J],Journal of Consumer Research ,1985,11(4):849-867.

引用文献七：

意见领导力量表的心理测量学性质评估

原文作者:TERRY L. CHILDERS

作为产品创新者的意见领袖不太可能从社会上可获得的消费指导中受益，因此，他们更有可能利用自己的认知技能和以往消费情况（Hirschman 1980）。因此，我们可以假设意见领导力与个人创造力/好奇心和多重使用潜力正相关（普莱斯和里奇韦1983）。区别采用创新的第二个个人特征是消费者风险感知（罗杰斯1983）。罗伯逊、齐林斯基和沃德（1984）对过去研究的回顾表明，创新者在购买新产品时感知到的风险较小，并且比其他消费者更具冒险精神。这种关系的间接支持源于观察到的教条主义和创新之间的负面关系（Coney 1972；Jacoby 1971）。教条主义者有一个相对封闭且坚定的信仰体系，不接受新思想，这与创新型个体的情况相反（罗杰斯和鞋匠，1971年）。这些发现表明，意见领导力应该与感知风险和风险偏好呈正相关。第三个调查领域是个人消费者为决策过程带来的个人知识结构和专业知识。

外文文献出处：Childers T L. Assessment of the psychometric properties of an opinion leadership scale[J]. Journal of marketing research, 1986, 23(2): 184-188.

引用文献八：

在线消费者评论对消费者购买意愿的影响

原文作者:Do-Hyung Park, Jumin Lee, Ingoo Han

本文描述的研究产生了三个主要发现。首先，在线消费者评论的质量对消费者购买意愿有正向影响。合乎逻辑且有说服力的评论，基于产品的具体事实有充分的理由，对购买意愿有很强的积极影响。二、消费者购买意愿随着评论的数量增强。许多评论的存在表明该产品很受欢迎，这就是增加购买意愿的原因。这两个发现可以解释为在线口碑信息的质量和数量的影响。第三，本文显示了显着的评论质量参与交互效应和不显示的评论数量参与交互效应，低参与度的消费者受评论数量而非质量的影响。另一方面，高参与度的消费者受到评论数量和评论质量的影响。评论质量对消费者高参与度的影响在评论数量较多的情况下更为明显，而评论数量的影响即使在评论质量较低的情况下也很显着。这一结果与 ELM 的预测不同，可以通过在线消费者评论作为推荐者的作用来解释。尽管低质量的评论不能提供有关产品的有用信息，但它们会增加高参与度消费者的购买意愿，因为评论数量表明很多人购买并推荐了该产品。高参与度的消费者将评论数量视为产品受欢迎程度的有用信号，而不仅仅是外围线索。这项研究做出了一些实际贡献。其主要结果强调了正确管理在线消费者评论的重要性。由于在线评论既可以作为信息提供者，也可以作为推荐者，因此它们可以战略性地用作沟通渠道。例如，在线卖家可以提供一种评论格式，使评论者能够发布高质量的评论，重点关注在线消费者评论的信息角色（提供面向用户的信息以提高消费者对产品的理解）。如果评论以基于评论者的矩阵格式和属性或产品使用情况的检查系统呈现，消费者可以轻松获得有关产品的信息。

外文文献出处：Park D.H. Lee J. Han I. The effect of on-line consumer reviews on consumer purchasing intention: the moderation role of involvement[J]. International Journal of Electronic Commerce, 2007,11(4),125-148.

引用文献九：

了解二手时装购物者在非营利旧货店的购买行为

原文作者:Min Jeong Seo, Minjeong Kim

总之，本研究的主要理论贡献是通过应用基于信念的TPB模型，为消费者在非营利二手时装店的背景下的决策提供新的见解。这项研究提供了实证证据，表明消费者对环境和非营利组织的信念形成了积极的购买态度。当前市场的变化（如低价快速时尚产品）以及消费者对环境和社区的日益增长的意识有助于解释研究结果。此外，在本

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服装意见领袖对消费者网购决策行为的影响研究

摘要：Previous studies have demonstrated the applicability of the SOR model and planned behavior theory to consumer behavior research, which has reference significance for this paper to explain the influence mechanism of clothing opinion leaders on consumer behavior. In addition, scholars research on the definition, personal characteristics, information characteristics and identification of opinion leaders has been very mature, and a large number of empirical results have been obtained. Previous studies have shown that opinion leaders influence consumers attitudes through personal characteristics and information characteristics, thereby influencing consumers decision-making behavior. According to the previous research results, this paper will construct a research model in line with the clothing online shopping market from the perspective of the personal characteristics and information characteristics of opinion leaders, and conduct further research on the basis of the above literature research.

关键词：SOR model; planned behavior theory; opinion leaders

引用文献一：

Instagram made Me buy it: Generation Z impulse purchases in fashion industry

According to the literature review, BGC in the form of advertisements is considered effective in triggering impulse purchases. This was supported by the current results which found advertisements to be positively perceived by the respondents. Opinion leaders were deemed untrustworthy by respondents, who were conscious of negative press from the media surrounding them. However, a significant finding revealed that micro-celebrities are still the primary influence on Generation Z femalesrsquo; impulse fashion purchases as they set the trends. This contradicted the literature which found opinion leaders to rarely influence Instagram usersrsquo; purchase decisions nowadays. However, as the current study explored solely fashion products, it suggests that opinion leaders are still influential in this industry due to a wide use of Instagram by fashion conscious consumers for inspiration and purchase decisions.

引用文献二：

The theory of planned behavior

In this article I have tried to show that the theory of planned behavior provides a useful conceptual framework for dealing with the complexities of human social behavior. The theory incorporates some of the central concepts in the social and behavior sciences, and it defines these concepts in a way that permits prediction and understanding of particular behaviors in specified contexts. Attitudes toward the behavior, subjective norms with respect to the behavior, and perceived control over the behavior are usually found to predict behavioral intentions with a high degree of accuracy. In turn, these intentions, in combination with perceived behavioral control, can account for a considerable proportion of variance in behavior.

引用文献三：

How fashion influencers contribute to consumers purchase intention

Based on a sample of 610 Moroccan respondents, we empirically confirmed that consumersrsquo; attitudes toward influencers are significantly biased by perceived credibility, trust, perceived expertise, perceived congruence, perceived behavioral control and subjective norms, as was suggested in previous studies. Perceived credibility was demonstrated to be the major factor persuading attitudes toward the influencer, followed by expertise and trust,while subjective norms had the weakest impact on consumersrsquo; attitudes toward the FI. Our results reveal that FIs perceived as credible and trustworthy are more likely to influence followersrsquo; attitudes and purchase intention. It has been illustrated that a large share of the variation in the attitude toward the brand comes from attitudes toward FIs. This implies that consumers are more likely to appreciate or recommend a brand that has been recommended by popular influencers. Finally, our results suggest that attitudes toward FIs and toward the brand have a significant impact on consumersrsquo; purchase intention. This research adds to the body of the literature by understanding consumersrsquo; perceptions of FIs and their impact on purchase intentions and behaviors. The findings are of significant relevance to the ongoing debate concerning influencer marketing and how influencers shape perception of brands through their endorsements.

引用文献四：

Self-identity and social identity as drivers of consumersrsquo;purchase intention towards luxury fashion goods and willingness to pay premium price

This study has developed a conceptual framework that may help us to understand the antecedents and consequences of purchase intention behavior towards luxury fashion products within the Malaysian context. Specifically, this study integrates variables namely social identity, self-identity, and price premium into the TPB to provide valuable theoretical insights into existing knowledge. This research makes several contributions to the literature on marketing. Firstly, it enables marketing scholars to realize the importance of social identity construct and how it significantly influences consumersrsquo; decision to buy luxury products through shaping favorable attitude towards these products in the Malaysian context. Secondly, the current research demonstrates the role self-identity has on consumer decision and that consumers have strong motivation to buy luxury products when the products reflect their self-image and match one of their characteristics. Thirdly, this study investigates the influence of consumersrsquo; purchase intention towards luxury fashion goods on their willingness to pay premium price for those products. Examining this relationship provides better understand of the antecedents of consumersrsquo;

willingness to pay price premium.

引用文献五：

The Peoplersquo;s Choice: How the voter makes up his Mind in a Presiden

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