The Impact of Influencer Marketing on Consumers' Purchase Intention of Online Health Care Products from the Perspective of Brand Identity Zhao, Xiaodong

다국어 초록 (Multilingual Abstract)

In recent years, the "snacking" of health care products has spawned new demand for functional food and brought new increments to the industry. Euromonitor data show that the global health care product industry scale reached 321.8 billion US dollars, China's health care product market size of nearly 400 billion yuan ranked second, the national health awareness to promote the steady growth of the industry. According to the 53rd Statistical report on China's Internet Development released by the China Internet Network Information Center (CNNIC), as of December 2023, the number of Internet users in China reached 1.092 billion, and the number of mobile phone users reached 1.091 billion, and the proportion of Internet users using mobile phones was 99.9 percent. The number of online payment users reached 954 million, accounting for 87.3 percent of the total Internet users. Based on the booming development of the Internet era, the proportion of e-commerce channels for health care products has increased rapidly; The characteristics of online channels to help health products to carry out marketing and publicity make its sales proportion in the health category significantly higher than other categories. In 2023, online channels will account for 41.8% of the consumption and sales of medical and health products. The rapid development and potential of China's health care product market has made merchants see the huge business opportunities, and they have extended their tentacles to major social media platforms, attracted potential consumers through the recommendation of influencers in the marketing integration communication and brand communication, expanded the marketing scope, and gradually moved closer to the direction of social commerce. brand identity is the research focus in the field of marketing. When the concepts and values conveyed by the product are consistent with the needs of consumers, consumers will be more willing to buy the product. Therefore, from the perspective of brand identity, it is of great theoretical and practical significance to explore the influence of influencer marketing on the purchase intention of online health product consumers and the boundary conditions through the moderating effects of platform trust and group congruence. This study collates relevant literature at home and abroad, combines with practical theories, focuses on the field of health care products, and builds an ELM dual-path model, mainly studying the influence of health care product marketing influent marketing on consumers' purchase intention, as well as the mediating role of brand identity and the regulating role of platform trust and group congruence in this influence process. In this study, sample data were obtained through questionnaires, and SPSS26.0 and AMOS21.0 software were used for data analysis of the obtained valid data. Descriptive statistics, normal distribution test, reliability and validity analysis, common method bias test, difference analysis of population information, correlation analysis, structural equation test, intermediate effect test, moderating effect test and moderated intermediary effect test are used to verify the research hypothesis and model proposed in this paper. According to the research theme and purpose of this paper, the scale in the previous research was improved, and the first draft of the questionnaire was finally formed. During the interim work of questionnaire design, 10 consumers with long-term experience in purchasing health care products were interviewed, aiming to understand whether they have the psychological state of purchase intention due to influencer marketing and whether there are other factors that may affect their purchase intention, so as to further strengthen the current feasibility of this research questionnaire. In the later stage of questionnaire design, 8 business administration professors were invited to conduct a comprehensive evaluation of the structure, simplicity, logic and comprehensibility of the questionnaire, and to revise and improve the questionnaire according to the evaluation results, and finally form the final draft of the questionnaire. On the basis of this, a formal questionnaire survey was conducted among the online health product consumers in six regions of China. Through empirical analysis, this study found that: First, influencer characteristics have a significant positive impact on the purchase intention of online health care products consumers. In addition, through empirical analysis, it is found that the three dimensions of influencer characteristics also affect the purchase intention of online health care product consumers, and the professionalism, popularity and product involvement of influencer characteristics significantly and positively affect the purchase intention of online health care product consumers. Second, platform information characteristics have a significant positive impact on online medical consumers' purchase intention. The information characteristics of the platform can provide alternative and trustworthy brand information for online health care products consumers, and the quality of published information has a significant positive impact on the purchase intention of online health care products consumers. Visual cues have a significant positive effect on the purchase intention of online health care products consumers. The information release platform relies on the influence, professional level and page views of consumers with different needs to provide decision-making reference, so the information release platform has a significant positive impact on the purchase intention of online health care consumers. Third, the characteristics of Internet influencers have a significant impact on the brand identity of online health products consumers, and the characteristics of platform information have a partial significant impact on the brand identity of online health products consumers. Among them, the characteristics of Internet influencers and their three dimensions (professionalism, popularity and product involvement) have a significant positive impact on the brand identity of online health care consumers, and the platform information characteristics and their two dimensions (information quality and publishing platform) have a significant positive impact on the brand identity of online health care consumers. The visual clue of the information characteristics of the platform have no significant positive impact on the brand identity of online health care consumers. Fourth, brand identity plays a mediating role in the influence of influencer characteristics and platform information characteristics on the purchase intention of online health care consumers. Among them, the influence of the professionalism, popularity and product intervention of brand identity intermediary influentials on the purchase intention of online health consumers, the influence of the information quality of the information characteristics of brand identity intermediary platforms and the impact of publishing platforms on the purchase intention of online health products consumers. However, in the empirical study of the impact of visual cues of platform information characteristics on the purchase intention of online health care consumers, the mediation effect is not obvious, so the mediation effect is not effective. Fifth, group congruence plays a significant positive moderating role between brand identity and purchase intention. Platform trust plays a significant positive moderating role between brand identity and purchase intention. Sixth, platform trust and group congruence play a mediating role in the process of influencing the purchase intention of online health care consumers through brand identity, and play a mediating role in the process of influencing the purchase intention of online health care consumers through brand identity. The research conclusions of this paper enrich the research ideas of the influence of influencer marketing on the purchase intention of online health care consumers, provide theoretical contributions to the study of online health care consumers' purchase intention, and also provide practical value for brand enterprises. Keywords: influencer marketing, health care products, platform trust, group congruence, brand identity, purchase intention

목차 (Table of Contents)

• Ⅰ. Introduction 1
• 1. Research Background and Research Significance2
• 2. Research Purpose and Research Ideas11
• 3. The Definition of Related Concepts 13
• 4. Research Structure and Content17
• 5. Research Methods and Innovations22
• Ⅱ. Literature Review and Related Theoretical Basis 25
• 1. Literature Review on Influencer Marketing and Influencer
• Marketing 25
• 2. Literature Review of Brand Identity 49
• 3. Literature Review of Purchase Intention 58
• 4. Literature Review on Platform Trust and Group Congruence 69
• 5. Relevant Theoretical Basis84
• Ⅲ. Research Model and Hypothesis100
• 1. Theoretical Model100
• 2. Research Hypothesis 104
• 3. Summary of Research Hypotheses 126
• Ⅳ. Questionnaire Design and Data Collection 130
• 1. Questionnaire Design and Structure130
• 2. Content of The Questionnaire 132
• 3. Mediating Variable: Brand Identity 139
• 4. Dependent Variable: Purchase Intention140
• 5. Moderating Variables: Group Congruence, Platform Trust 141
• 6. Summary of Variable Measurement Scale143
• Ⅴ. Empirical Analysis and Hypothesis Testing147
• 1. Sample Source147
• 2. Descriptive Statistical Analysis 148
• 3. Normal Distribution Test 150
• 4. Reliability and Validity Analysis152
• 5. Validity Analysis 159
• 6. Common Methods Test Bias 173
• 7. Correlation Analysis 174
• 8. Difference Analysis of Population Information 177
• 9. AMOS Structural Equation Model185
• 10. Mediating Effect Test 190
• 11. Test of The Moderating Effect Hypothesis 194
• 12. Moderated Mediating Effect Test 198
• 13. Analysis Results and Discussion204
• VI Conclusion and Prospect 212
• 1. Research Conclusion 212
• 2. Research Contributions217
• 3. Countermeasures and Suggestions 222
• 4. Research Limitations and Research Prospects 227
• References231
• 한글초록 261
• Appendix. Questionnaire 265
• Acknowledgements 270