基于SEM模型对网红营销模式下顾客满意度的调查研究——以徐州市大学生为例
Investigation and Research on Customer Satisfaction under the Internet Celebrity Marketing Pattern Based on SEM Model—Taking College Students in Xuzhou as an Example

当下，随着网红营销模式愈发流行，商家们不断在寻求新型的盈利方法，可以说网红和电商的结合迸发出了无限的可能性。事实上，在疫情期间，网红营销模式为我国经济的协调发展做出了巨大的贡献，也加快了后疫情时期的经济复苏，其顺应时代的发展，改变了消费者固有的消费观念。本文的研究建立在顾客满意度指数模型的基础之上，结合网红营销模式的现实情况，利用问卷调查的方法来收集数据，并通过统计软件SPSS24.0和AMOS24.0建立结构方程模型，分析企业的品牌形象、商家的服务水平以及商品的实际质量等因素对大学生消费群体的网上购物满意度情况所造成的影响，分析得出以下结论：三个潜变量对顾客满意度的正向影响程度从大到小依次为感知质量、品牌形象、顾客期望。最后针对商家的合理运营以及商家与网红的合作关系提出建议。
At present, as the influencer marketing model becomes more and more popular, merchants are constantly seeking new ways to make profits. It can be said that the combination of influencer and e-commerce has created infinite possibilities. In fact, during the epidemic, the influencer marketing model made a huge contribution to the coordinated development of my country’s economy, and also accelerated the economic recovery in the post-epidemic period. It conformed to the development of the times and changed consumers’ inherent consumption concept. The research of this paper is based on the customer satisfaction index model, combined with the actual situation of the influencer marketing model, uses the method of questionnaire survey to collect data, and establishes a structural equation model through statistical software SPSS24.0 and AMOS24.0 to analyze the influence of factors such as the brand image of the enterprise, the service level of the merchant and the actual quality of the product on the online shopping satisfaction of the college students’ consumer group. The analysis draws the following conclusions: The positive effects of the three latent variables on customer satisfaction are, in descending order, perceived quality, brand image, and customer expectations. Finally, suggestions are put forward for the reasonable operation of merchants and the cooperative relationship between merchants and internet celebrities.