论文总字数：46204字

摘 要

网络新媒体的发展，催生了一大批“网红”的诞生。这些“网红”以他们独有的个人风格和操作模式，迅速占领了各大互联网新媒体平台，并带来了巨大的市场效应，即以自媒体为背景的新型产业营销模式“网红经济”。而根据有关研究显示，大学生群体现在已经成为网红消费者群体中不可或缺的一部分，大部分大学生都会或多或少直接或间接地的参与过网红消费。自2004年心理账户的理念被引入我国以来，国内的学术界对其展开了许多研究，包括心理账户在消费、投资、人力资源管理等领域的研究，并且已经取得了不少的成果。因此，本文将从心理账户的角度出发，结合已有理论和研究模型，构建基于心理账户理论的大学生“网红追随性”消费行为的概念模型，探讨在心理账户背景下哪些变量将会对大学生“网红追随性”消费行为产生影响，变量之间又是怎样作用的。本文期望通过研究，力求引导大学生理性消费的同时，推动网红经济的健康发展，为相关企业开拓市场提供借鉴。

本文通过调查问卷来收集数据，并用spss20.0软件进行统计分析。研究结果表明，（1）网红内容营销对购买意愿具有显著的正向影响，这说明网红们的内容营销做的越好，大学生在网红消费中的购买意愿越高。（2）个体追随性对购买意愿具有显著的正向影响，这说明大学生们对网红的追随性越高，大学生在网红消费中的购买意愿越高。（3）心理预算对从网红内容营销到购买意愿的过程中起到一个部分中介作用，对个体追随性到购买意愿的过程中起到一个部分中介作用。这说明网红内容营销会直接影响大学生的购买意愿，也会通过心理预算对购买意愿产生影响；个体追随性会直接影响大学生的购买意愿，也会通过心理预算对购买意愿产生影响。（4）心理账户评估与平衡对从网红内容营销到购买意愿的过程中起到一个部分中介作用，对个体追随性到购买意愿的过程中起到一个部分中介作用。网红内容营销会直接影响大学生的购买意愿，也会通过心理账户评估与平衡对购买意愿产生影响；个体追随性会直接影响大学生的购买意愿，也会通过心理账户评估与平衡对购买意愿产生影响。本文的研究结果在一定程度，可以给予一些营销启示，比如提高网红们的内容营销水平，通过一些营销方式积极提高消费者的心理预算，这些都可以促进消费者购买意愿的提高。

关键词：心理账户；网红经济；心理预算

Abstract

The development of new media on the Internet produced a lot of "Internet celebrities". With their unique personal style and operation mode, these "Internet celebrities" quickly occupied various Internet new media platforms, and brought huge market effect, that is, the new industrial marketing mode "Internet celebrity economy" with the background of self media. According to relevant research, university students have become an essential part of Internet celebrity consumer groups, most of them will participate in Internet celebrity consumption more or less directly or indirectly. Since the concept of mental accounting was introduced into China in 2004, many researches have been carried out in the domestic academic circles, including the research of mental accounting in consumption, investment, human resource management and other fields, and many achievements have been achieved.Consequently, from the perspective of mental accounting, connected with the theory and research model in existence, this paper will build a conceptual model of College Students' Internet celebrities following consumption behavior based on mental accounting theory, and explore which variables will affect college students' Internet celebrities following consumption behavior in the context of mental accounting, and how the variables work. This paper hopes to lead rational consumption of university students and promote the sound development of Internet celebrity economy, so as to provide reference for relevant enterprises to explore the market.

This paper collects data through questionnaires, and uses SPSS 20.0 software to analyze the data. The research results show that: (1) Internet celebrity content marketing has a notable positive effect on the purchase intention, which shows that the better Internet celebrity content marketing is, the higher the purchase intention of college students in Internet celebrity consumption. (2) Individual follow-up has a prominent positive impact on the willingness to buy , which shows that the higher the follow-up of college students to Internet celebrity, the higher the purchase intention of college students in Internet celebrity consumption. (3) Mental budget plays a part intermediary role in the process from Internet celebrity content marketing to purchase intention, and it also plays a part intermediary role in the process from individual follow-up to purchase intention. This shows that Internet celebrity content marketing will directly affect the purchase intention of college students, and it will also affect the purchase intention through mental budget; individual follow-up will directly influence purchase intention of university students, and it will also affect the purchase intention through mental budget. (4) Mental accounting evaluation and balance plays a part of intermediary role in the process from Internet celebrity content marketing to purchase intention, and a part of intermediary role in the process from individual follow-up to purchase intention. Internet celebrity content marketing will directly affect the purchase intention of college students, and also affect the purchase intention through mental accounting evaluation and balance; individual follow-up will directly influence purchase intention of university students, and also affect the purchase intention through mental accounting evaluation and balance. To a certain extent, the conclusions of this study can render some marketing inspiration, such as heightening the content marketing level of Internet celebrities, and actively improving the mental budget of consumers through some marketing methods, which can promote the improvement of consumers' purchase intention.

Key Words：Mental accounting；Internet celebrity economy；Mental budget

目 录

第1章 绪论 1

1.1 研究目的与意义 1

1.1.1 研究目的 1

1.1.2 研究意义 1

1.2 国内外研究现状 2

1.3 研究内容与研究方法 4

1.3.1 研究内容 4

1.3.2 研究方法 5

第2章 相关理论基础 7

2.1 相关概念界定 7

2.2 心理账户等理论及相关应用模型分析 8

2.2.1 心理账户理论分析 8

2.2.2 消费者行为理论分析 11

2.2.3 心理账户理论在消费行为领域的相关应用分析 13

第3章 模型的构建 16

3.1 概念模型的建立 16

3.1.1 变量的选取 16

3.1.2 变量的定义 16

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