社群营销背景下粉丝心理行为模式研究.doc

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1、北京理工大学珠海学院2020届本科生毕业论文An Analysis of the Influence of Short Videos and Live Broadcasts on Consumer Psychology in the Era of Internet Celebrity EconomyAn Analysis of the Influence of Short Videos and Live Broadcasts on Consumer Psychology in the Era of Internet Celebrity EconomyAbstractThe hottest ke

2、yword nowadays is “Internet celebrity”. The Internet celebrity economy has become an important new economic force to drive the development of the market economy. With the changes in the market, its marketing model has also been continuously upgraded and transformed. In recent years, the wave of shor

3、t videos and live broadcasts has become the link for the transformation and upgrading of the Internet celebrity economy. Under this wave, consumer consumption patterns and consumption concepts have also changed accordingly. This paper mainly studies the influence of short videos and live broadcasts

4、on consumer psychology in the context of the transformation and upgrading of the Internet celebrity economy, and make constructive suggestions for the development of the Internet celebrity economy based on the analysis.This paper takes the Internet celebrity as the research object, and the content i

5、s mainly divided into four parts. First of all, there is a general overview of the status of the Internet celebrity economy, leading to the wave of short videos and live broadcasts. Then it focuses on the analysis of the influence of the Internet celebrity economy on consumers, which analyzes the au

6、dience psychology of the Internet celebrity live broadcasts, and the main motivations of consumption of fans. At the end of the paper, it makes some suggestions and countermeasures for the development of the Internet celebrity economy according to the psychological characteristics of consumers.Keywo

7、rds: Internet celebrity economy, consumer psychology, short videos, live broadcasts, fan economy 网红经济时代下的短视频和直播浪潮对消费者心理的影响分析摘 要时下最热门的关键词莫过于“网红”，网红经济已经成为一种重要的新的经济力量，带动市场经济的发展。随着市场的变化其营销模式也不断升级转型，近几年短视频和直播浪潮已成为网红经济转型升级的纽带。在短视频和直播浪潮下，消费者的消费模式和消费观念也发生了相应的变化。本文主要研究在网红经济转型升级的大背景下，短视频和直播趋势对消费者心理的影响，并根据分析对网

8、红经济发展提出建设性建议。本论文以网红直播为研究对象，主要分为四个部分。首先对网红经济现状进行整体概述，引出短视频和直播浪潮；接着着重分析网红经济对消费者的影响，对网红直播的受众心理进行分析；再通过理论研究和分析粉丝群体作为消费者的主要消费动机；最后通过以上研究和分析，针对消费者的心理特征，对网红经济营销提出建议和对策。 关键词：网红经济；消费者心理；短视频；直播；粉丝经济IIIContentsAbstract摘 要Introduction11 Overview of Internet Celebrity Economy22 Wave of Short Videos and Live Broa

9、dcasts3 2.1 Douyin APP3 2.2 The Supper Internet Celebrity- Li Jiaqi33 Fan Economy under the Wave of Short Videos and Live Broadcasts 44 Influence of the Internet Celebrity Economy on Consumers74.1 Ways to Influence Consumers74.1.1 Live E-commerce8 4.1.2 Live Rewards104.2 Psychological Analysis of th

10、e Audience in Live Broadcasts114.2.1 Herd Mentality11 4.2.2 Private Psychology124.2.3 Inner Needs134.3 Main Consumer Motivations of Fans144.3.1 Emotions-Identification Motivation14 4.3.2 Culture-Symbol Motivation155 Marketing Strategies Based on Consumer Psychology165.1 Personal IP for Internet Cele

11、brities to Attract Public Attention165.2 Heart-to-Heart Interaction to improve Fan Stickiness175.3 Focusing on Branding and Transforming Fans into Consumers18Conclusion20References21Acknowledgments22IntroductionIn August 2018, the China Internet Information Center released a statistical report. At p

12、resent, Chinas Internet users have reached 802 million, and the Internet penetration rate is 57.7%. Among them, the proportion of online shopping users and online payment users in China accounts for 71.0% of the total Internet users. E-commerce, social applications, and digital content are integrate

13、d, and the social e-commerce model expands e-commerce business. Take Tmalls Double Eleven Global Carnival in 2018 as an example. After ten years development, the turnover has increased from RMB 52 million to RMB 213.5 billion. Facing huge commercial profits and growth space, various businesses conti

14、nue to innovate and develop online marketing models to improve sales performance. Among them, Internet celebrity marketing and the Internet celebrity economy have become the emerging value creation mode of the Internet. Consumers purchase behaviors in the context of cyber celebrity economy have also

15、 attracted more and more attention from all sides.Compared with other types of online merchants, the “fans” of Internet celebrities have characteristics such as high stickiness, high browsing, high conversion, and high sales explosiveness. Store consumption is not impulse purchase or random purchase

16、, but continuous purchase. Especially in the categories of mother and baby, beauty, womens clothing, sports, etc. Consumers are more inclined to the Internet celebrities they trust, with a high purchase repetition rate. Especially under the current wave of short videos and live broadcasts, the thres

17、hold of Internet celebrities has become lower, and the major Internet celebrities have exerted all their energies to establish their own distinct personality and unique charm to attract fans through powerful interactive capabilities.The purpose of this paper is to analyze the influence of the Intern

18、et celebrity economy on consumer motivations by analyzing the psychology of consumers and the fan economy derived from the short videos and live broadcasts wave and make constructive suggestions for its development. In the entire online celebrity economic value chain, the number of the fans and the

19、consumer loyalty are key factors. Whether it is stable to attract fans and keep the relationship with them is an important criterion for measuring the value of an Internet celebrity brand. Therefore, whether to retain consumers and maintain fan loyalty is the focus of this paper.1 Overview of Intern

20、et Celebrity Economy“Internet celebrity” is the abbreviation of celebrities on the Internet. With the advantages of the mobile Internet, Internet celebrities have directly skipped the traditional star training model. They even have quickly crushed the traditional fame and gold absorption mechanism a

21、fter a long period of growth, which changes the ecological chain of many industries. There are two core elements of “Internet celebrity”. The first is the network platform, and the second is the interactive relationship with the audience(Ao, 2016, p.40). At the same time, the emergence of Internet c

22、elebrities is not a spontaneous behavior. Internet celebrities are the products of community interests in the context of network media, network promoters, and the psychological needs of audiences.The Internet celebrity economy is the process of converting fans into purchasing power. It is represente

23、d by fashion icons, led by the celebritys taste and vision, conducting selection and visual promotion, gathering popularity on social media, and relying on a large fan base for targeted marketing, thereby achieving the purpose of consumption. As a new emerging force in the economic field in recent y

24、ears, the Internet celebrity economy has undergone changes from the 1.0 era, the 2.0 era, and the 3.0 era. From the beginning Internet celebrities such as Sister Furong and Sister Feng who only had one ID, to the current “self-media” and “video” era, setting off a wave of short videos and live broad

25、casts.In 2019, short videos and live broadcasts have become the largest traffic outlet in the e-commerce industry. With the popularization of 4G and the arrival of 5G, watching a live broadcast and short video anytime and anywhere has become the norm; with the Kuaishou APP and Douyin APP driving the

26、 maturity of the live broadcast industry and the formation of user habits, the production of live broadcast content has become an important part of Chinas network information; and all of this marks the time has come for live streaming and short video e-commerce. 2019 is said to be the key year of th

27、e rapid development of live broadcasts and short videos. The reason why live broadcasts and short videos can ignite in a short time is not the content, but the social media, which brings users a sense of participation and interactivity. The production threshold of short videos is extremely low, and

28、it is the most efficient way to attract fans on social networks. At the same time, from short videos to live broadcasts is the most natural way to monetize. The live video mode can achieve more interactions so that it is more helpful to monetization. Therefore, short videos and live broadcasts const

29、itute a complete business chain. Under this tide, a number of Internet celebrities have emerged, and even the super Internet celebrities have been born. The next part will take the most prominent Douyin platform and the super Internet celebrity Li Jiaqi as examples for analysis and explanation.2 Wav

30、e of Short Videos and Live Broadcasts2.1 Douyin APPDouyin, is the most representative APP in the era of short videos. It is a creative short video social software, which has become an app that many people cant leave every day. Its audiences are also very wide, ranging from teenagers to middle-aged a

31、nd elderly people. The main target audiences are young people. It has been online for more than 3 years. After the Spring Festival in 2018, its user volume has soared 50% from 40 million to 60 million. In 2019, it has attracted the attention of more user groups. The official report showed that the a

32、verage daily page views have reached 320 million. The main reason for the rapid popularity of Douyin is that it is in line with the psychology of most young people. Not only are there many short video routines and new special effects, but also many funny contents, such as the dubbing of film and tel

33、evision dramas and so on. Whats more, its operation is very simple. No complicated operation mode is required and everyone can publish their own videos. So there are more and more Internet celebrities appearing in Douyin.2.2 The Supper Internet Celebrity-Li Jiaqi“Oh, my god!” “Its so white and good-

34、looking!” “Buy it!” These are some of the top words of the top Internet celebrity Li Jiaqi in the live room every day. He can try 380 lipsticks in one live broadcast, and can make more than 23,000 orders within five and a half hours in a live broadcast with the transaction value up to RMB3.5 million

35、. This post-90s boy with more than 20 million Douyin fans makes the public marvel at Internet celebritys strength of promoting goods over and over again. After the popularity of the entire network last year, Li Jiaqi became synonymous with “carrying goods”. There are almost no goods that he could no

36、t sell. He has promoted spicy sausages with golden characters, which caused the daily limit of golden hams, driving 5.48 market value of RMB100 million. He can pull the market value of a listed company in one live broadcast, whose influence as the “Big Demon King” with goods has once again refreshed

37、 the publics cognitive threshold.Although he was a Taobao anchor before, the first thing that made Li Jiaqis fame is the opening of Douyin. Only in two months, he accumulated 14 million fans and now he has more than 40 million fans. In 2019, his team integrated and edited the golden sentences of his

38、 recommended lipsticks, laying down his magical brainwashing video style, and then short videos became his breakthrough to break the barriers to transmission. Immediately, the flow brought by Douyins popularity began to return to Taobao. During the 618 promotion in 2019, Li Jiaqi sold 5000 single Sh

39、iseido Hongyan muscle essences in 3 minutes, and the sales exceeded 6 million. In October, approaching Double 11, Li Jiaqis enthusiasm reached its peak, rushing to the Weibo hot search list with the word “dedication”, and the double 11 record was conservatively estimated at over 1 billion.Shooting m

40、agazines, going on variety shows, voice navigation, and then the latest QQ voice emoticon pack, Li Jiaqi has become a “gradual star” and famous on the Internet. Li Jiaqi is undoubtedly the biggest hit in this years live streaming with heavy role and light content. So, why a short video or a live bro

41、adcast can cause such a big sensation and bring such great success? In addition to the efforts of the Internet celebrities themselves and their teams, the biggest contribution comes from the audiences. 3 Fan Economy under the Wave of Short Videos and Live BroadcastsWhen it comes to Internet celebrit

42、ies, fans have to be mentioned. Almost every audience of short videos or live broadcasts is likely to become a fan. In the context of the gradual disappearance of the traffic bonus, the influence of the Internet celebrity fan economy has broken out, and Internet celebrities such as Wei Ya, Li Jiaqi,

43、 Sydney, Zhang Dayi, Yichan Young Monk, and Li Ziqi have become the core IPs to gather fans emotion and trust.Fans are people who are keen on a certain thing or person. With the development of social platforms, fans who are keen on common things can communicate and interact through these platforms t

44、o form fan groups and develop fan culture. Therefore, the wave of live broadcasts and short videos gradually gave birth to a new type of economic situation, the fan economy.The author of “Fan Power”, Zhang Qiangs definition of the fan economy is: “The fan economy is based on emotional capital and th

45、e fan community is used as a marketing tool to add value to emotional capital. The fan economy is based on consumers, and consumer-led marketing methods. Starting from the emotions of consumers, companies use their strengths to achieve the purpose of adding emotional capital to brands and idols.”(20

46、10)Research from China Industrial Information Network shows that from an absolute perspective: in 2019, the live broadcast e-commerce market in China may reach 440 billion in transaction size, an increase of 214% year-on-year. From the perspective of the industry structure: Taobao live broadcasting

47、achieved GMV 100 billion in 2018, and GMV is expected to exceed 250 billion in 2019. It is currently the largest live streaming e-commerce platform. The two short video and live broadcast platforms, Kuaishou and Douyin, have also invested a lot of resources to participate in the live e-commerce indu

48、stry since 19th. It is estimated that Kuaishou will achieve GMV25 billion in 2019; Douyin will achieve GMV40 billion in 2019. This rapid development is actually a true manifestation of the fan economy. The mode is to build online influencers through the live broadcast platform, and then accumulate f

49、ans for marketing, finally maximize the fan effect. The fan economy has become a huge driving force for the development of the entire market economy. There are two new features of fans. One of the new features is a large quantity. That is, there is a large number of fans. According to data from Crow

50、ray, the total number of online celebrity fans in 2019 is close to 100 million, and it continues to grow. The number of Douyin fans ranks in the top 20, of which 9 online celebrities fans have reached the number of ten million. The chart 1 below is about the proportion of Chinese Internet population

51、.Proportion of Chinese Internet Populationchart 1 Another new feature of Internet celebrity fans is: dare to spend money. In the first half of 2019, there were a total of more than RMB 0.2 million in rewards from the three platforms of Yingke, Zanjiao and Yizhuo. The next chart(chart 2) is about the

52、 number of people rewarding on the head living in the first half of 2019.The number of people rewards on the head living in the first half of 2019chart 2With the huge increase in the number of Internet celebrities and fans, the fields involved are also expanding from the early creation of entertainm

53、ent content and beauty, to the next knowledge popularization and information sharing, and to the current food, finance and other mining. Emerging verticals are constantly developing into the soil that breeds the new generation of Internet celebrities. At the same time, the influence of the Internet

54、celebrity economy on consumers has also changed.4 Influence of the Internet Celebrity Economy on Consumers4.1 Ways to Influence ConsumersThe first way is advertising. Advertising is the main monetization model of the influencers marketing model. After accumulating the number of fans through weibo an

55、d other platforms in the early stage, the influencer combined self-marketing with the slogan. Fans received the information of the advertisement while watching the output of the influencer, reducing consumers resistance to advertising.The second way is brand. With the development of the Internet, th

56、e combination of e-commerce and the Internet economy is inseparable. Many Internet celebrities create brands, package themselves with their own products, and promote themselves with their popularity, forming a virtuous circle of expanding influence. At the same time, they build a brand strategy to p

57、rovide consumers with new trends, high quality and low price products, establish a reputation, and improve their ability to continue monetizing.The last way is living. Data from Chinas webcast industry showed that in 2016, e-commerce and live broadcast accounted for 86.4% of the overall online celeb

58、rity industry income. Online celebrities use live broadcasts to directly display the product, to show the effect or performance, so that consumers can further understand the product. The product link during live broadcast also provides a convenient way for consumers to purchase, increasing their des

59、ire to buy. From 2016 to now, live video has become the most popular way to promote goods.IiMedia Consulting analysts believe that the Internet celebrities bring goods through e-commerce live broadcast to inject new power, which is the development opportunity of e-commerce live broadcast. With the f

60、urther landing of live e-commerce in the future, the market development may continue to accelerate, and e-commerce live broadcast may become an important model for connecting people, goods, and markets. At present, the two main monetization methods are live e-commerce and live rewards.4.1.1 Live E-c

61、ommerceAs an increasingly important new model that directly connects users and product sales, live e-commerce has become the next outlet of online retail. Developed to today, live e-commerce has been quite mature. With the help of the traffic in major platforms, live e-commerce has developed rapidly

62、 and demonstrated its extraordinary ability to carry goods. Nowadays, the conditions for live e-commerce are relatively mature. The new generation of consumers is already accustomed to the short videos and live shopping experience. The live shopping has a more intuitive and stronger interaction. Onl

63、ine consumption is also a form suitable for live delivery. Compared to the graphic details of traditional online shopping, the content format of live shopping is more professional, and it has more fun. With the breakthroughs in 5G technology and the continuous improvement of mobile phones and smart

64、live broadcast equipment, consumers have brought a better shopping viewing experience. Live e-commerce presents the following three new trends. Live streaming with goods becomes the new lifestyle.chart 3IiMedia Consulting data(chart 3) shows that live broadcast has become a new way to take delivery

65、of goods and penetrate consumers daily lives. About 30% of the e-commerce users interviewed said they would watch e-commerce live broadcasts four to six times a week. IiMedia Consulting analysts believe that watching e-commerce live broadcasts has become one of the popular pastimes. Users who have the habit of watching e-commerce live broadcasts use fragmented time every day

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