Recommendation/Purchasing:Fans' Consumer Behavior In The Context Of Social Media

Recommendation and purchasing is a common consumption method on social media and popular among young people.Nowadays,new models for businesses to market products to consumers.The development of social media,especially video social media,provides networked communication for the rapid development of this consumption method.What is the complete mechanism by which this pattern occurs? What kind of psychological and behavioral changes is it based on? Clarifying these issues is the basic work for understanding this new type of shared online marketing.Taking this as a research,this paper uses the AISAS model as the basic framework,using questionnaire surveys,in-depth interviews and data statistics to investigate the recommended and purchased experience of young people and their psychological and behavioral activities.The thesis mainly discusses from the following five parts:The first part sorts out the development process of the phenomena of recommendation and purchasing,puts forward key issues of concern,and clarifies the research objectives.In the second part,after conducting in-depth interviews with consumers who were recommended by the stars based on Delphi method,six factors that are affecting consumers were extracted when they were recommended and purchasing.Research hypothesis are also proposed.The third part is the overall research design,which mainly includes the design of questionnaire and the design of statistical methods.In the fourth part,the SPSS software is used to analyze the data of the survey results,in order to verify the research hypothesis.The influencing factors of recommendation and purchasing that affect consumers have also been summed up summarize.So as to make marketing recommendations for merchants.The fifth part,according to the five links in the AISAS model,based on the statistical results of the questionnaire,put forward the research findings.Through the research on the psychology and behavior of recommendation and purchasing,something was found.First,during the process of recommendation and purchasing,an observable product such as skin care products and beauty makeup products are more likely to get the effect of recommendation.Among them,male consumers are more likely to be recommended with skin care products by stars,while female consumers are more likely to be recommended with beauty makeup products.Second,during the process of recommendation and purchasing,most young people maintain rational consumer psychologyand pay great attention to product efficacy and price.They will decide whether to buy it after a week or even a month.Thirdly,product experience is the basis for the formation of product reputation and continuous marketing.The authenticity is extremely important for product marketing.Good product experience will increase the probability of consumers' sharing.Fourth,recommendation and purchasing,as emerging marketing and consumption patterns,are novel in that they are closely integrated with online social networking.Social platforms such as weibo and xiaohongxu have become important platforms for merchants to market.Consumers can also purchase something on social platforms.Fifth,to increase social opportunities and expand the scope of social contact has become the purpose of recommendation and purchasing for young people.Sixth,there is halo effect when the star market to consumers,that is,consumers will like the products they recommend because they like a star.