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Journal Articles
Journal:
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC (2026) 30 (2): 258–277.
Published: 30 April 2025
...、价值与消费者购买行为的影响 研究目的 本研究探讨了社交媒体影响者（SMI）在塑造消费者购买意图方面的影响力。研究围绕SMI代言对购买意图的影响展开, 并考察品牌认知和感知价值的中介作用, 以及顾客体验在品牌认知、感知价值与购买意图关系中的调节作用。 研究方法 本研究采用定量研究方法, 共有319名受访者参与调查。数据通过在线问卷采用便利抽样方式收集, 并使用PLS-SEM算法进行分析。 研究结果 研究结果强调了SMI代言对消费者购买意图、品牌认知和感知价值的显著影响。所有直接关系均具有统计显著性（p < 0.05）。此外, 品牌认知和感知价值在SMI代言与购买意图之...
