微網紅行銷對大學生群體品牌信任度與購買意圖的影響：基于小紅書平臺的實證研究

Abstract

隨著社交媒體平臺的快速發展，微網紅作爲品牌傳播的重要力量，尤其在年輕消費群體中，逐漸展現出其顯著的影響力。微網紅的成功不僅依賴于自身內容的創作依賴于其與粉絲之間建立的親密關係、信任感以及個性化的品牌推薦。因此，本研究旨在探討微網紅如何通過個性化推薦、社會排斥、地理相關性和文化背景等因素，影響大學生群體的品牌信任度和購買意圖，幷爲品牌商提供行銷策略優化的理論依據。本研究以中國社交平臺小紅書爲例，從社會認同理論的角度出發，針對大學生展開問卷調查，收集數據幷運用回歸分析和結構方程模型（SEM）進行實證分析。研究結果表明，微網紅的所擁有的可信度、吸引力、專業性以及個性化推薦對品牌信任度具有顯著正向影響，進一步促進了消費者的購買意圖。社會排斥效應和贊助披露也在微網紅行銷過程中起到調節作用，尤其是微網紅通過與粉絲的情感聯結，能够有效减少粉絲的排斥感，進而增强品牌信任度。地理相關性和文化背景相關性也顯著增强了消費者的購買意圖，微網紅能够更好地融入本地文化，幷提升品牌的認同感。本研究爲品牌商和行銷人員在實施微網紅行銷時，提供了實證依據，表明品牌需要關注微網紅的可信度、個性化推薦、文化契合性以及與粉絲的互動方式。研究結果具有重要的理論價值和實踐意義，對于未來微網紅行銷的戰略布局具有指導作用。With the rapid development of social media platforms, micro-influencers have gradually emerged as a significant force in brand communication, particularly within the younger consumer group. The success of micro-influencers relies not only on the content they create but also on the close relationships, trust, and personalized brand recommendations they build with their followers. Therefore, this study aims to explore how micro-influencers, through personalized recommendations, social exclusion, geographical relevance, and cultural background, influence university students' brand trust and purchase intentions, and provide theoretical support for optimizing marketing strategies for brand managers. This research takes the Chinese social media platform Xiaohongshu as an example, utilizing social identity theory as the framework. A questionnaire survey was conducted targeting university students to collect data, which was then analyzed using regression analysis and Structural Equation Model (SEM). The results show that the credibility, attractiveness, professionalism, and personalized recommendations of micro-influencers have a significant positive impact on brand trust, which further promotes consumer purchase intentions. Social exclusion effects and sponsorship disclosure also play a moderating role in micro-influencer marketing. Specifically, micro-influencers can effectively reduce followers' feelings of exclusion through emotional connections, thereby enhancing brand trust. Geographical relevance and cultural background significantly increased consumers' purchase intentions, as micro-influencers are better able to integrate into local cultures and enhance brand recognition. This study provides empirical evidence for brand managers and marketers when implementing micro-influencer marketing, emphasizing the importance of micro-influencers' credibility, personalized recommendations,cultural compatibility, and interactions with followers. The findings offer valuable theoretical and practical insights and have strategic implications for future micro-influencer marketing plans.