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博主的专业性和生活性对于消费者意愿的影响研究——以户外产品为例

Research on the Impact of Bloggers’Professionalism and Life-orientation on Consumers’Purchase Intention: Evidence from Outdoor Products

孙艺凝, 杨韵蝶, 张芷萱

Study on China Sport and Exercise / 2026,8(3): 183-192 / 2026-08-19 11 7

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• Information:

  北京体育大学海南国际学院，海南陵水

• Keywords:
  Outdoor products; Blogger promotion type; Perceived value; Purchase intention; S-O-R theory
  户外产品; 博主推广类型; 感知价值; 购买意愿; S-O-R理论
• Abstract: This paper investigates how different directions of outdoor blogger promotion affect the purchase intention of consumers for outdoor products. With the rise of outdoor sports in China and the development of short-video influencer marketing, outdoor bloggers have become a typical way for brands to get in touch with their consumers and boost sales. Most existing research has concentrated on industries with a relatively low professional threshold, such as fashion and beauty, and has not fully investigated how the different influence mechanisms of professional-oriented bloggers and lifeoriented bloggers operate in the field of outdoor products, nor has it examined the mediating role of consumer perceived value. Based on the stimulus-organism-response (S-O-R) theory and the perceived value framework, the promotion of bloggers in this paper is divided into two types: professional-oriented and life-oriented; perceived value is divided into three levels: functional value, emotional value, and social value. A scenario-based questionnaire was given to the 416 valid cases, and then correlation analysis, hierarchical regression and the Bootstrap method were used to study the path of influence and mediation effect. According to the above results, both types of blogger promotion can increase consumers' sense of value and thus motivate them to purchase; Perceived Value is the full mediator of this effect. Professional bloggers have achieved more recognition from the public in all three indicators compared to life bloggers. Social values serve as the guiding force for people's choice of careers; the path of life orientation does not need to be mediated by functional values in terms of the promotion path for emotional and social values. This paper will add to the theory of influencer marketing for outdoor consumption and provide some practical references for outdoor brands on how to select suitable blogger types and develop targeted content strategies to boost the conversion rate of marketing. 本研究旨在探究户外博主推广的不同导向如何影响消费者的户外产品购买意愿。当前中国户外运动热潮持续升温，短视频网红营销发展迅猛，户外博主已成为品牌触达目标受众、拉动销售增长的核心渠道。目前的研究大多集中在时尚、美妆等专业门槛较低的行业上，对于户外产品领域里专业导向型和生活导向型博主的差异化影响机制尚缺乏深入研究，消费者感知价值的中介作用也未得到系统探究。本文以S-O-R理论和感知价值理论为基础，把博主推广分为专业导向型和生活导向型两种类型，将感知价值拆解为功能、情感、社会这三个方面，采用情景模拟问卷调查法收集了416份有效样本，通过相关性分析、分层回归和Bootstrap法检验影响路径和中介机制。结果表明，两种类型的博主推广均能提高消费者的感知价值，从而促进消费者的购买意愿，感知价值起到完全中介作用，专业导向型博主对感知价值三个维度的影响均大于生活导向型博主。从细分路径上看，在专业导向的场景中，社会价值是主要的中介变量，在生活导向的场景中，购买意愿由情感价值和社会价值共同推动，功能价值的中介作用不显著。本研究丰富了户外消费领域网红营销的理论研究，为户外品牌选择合适的博主类型、制定有针对性的内容策略提供了可操作的实践参考，有助于提高品牌的营销转化效率。
• DOI: 10.35534/scps.0803026 (registering DOI)
• Cite: 孙艺凝，杨韵蝶，张芷萱．博主的专业性和生活性对于消费者意愿的影响研究——以户外产品为例［J］．中国体育研究，2026，8（3）：183-192.