摘    要：近年来网红现象在表达形式上不断更新，也因为其特有的流量属性，有关网红的商业模式在市场中受到越来越多的资本的青睐。论文关注的是网红现象背后里提供基础支持的粉丝群体，研究其形成的逻辑规律。

   本课题主要研究基于互联网用户心理分析网红粉丝社群形成机制，从旅游网红现象出发，由大众心理学书籍《乌合之众》作为理论背书，通过国内旅游网红现象分析、互联网用户心理分析来结合推出网红粉丝社群形成机制。文章末端借助问卷调查的方式来近一步验证实际场景中意见领袖对消费者的态度的影响，从而得到论文的研究价值。

In recent years, the phenomenon of cyber-red has been constantly updated in terms of expression. Because of its unique traffic characteristics, the business model of cyber-red is favored by more and more capital in the market.  The dissertation focuses on the fan groups that provide basic support behind the net red phenomenon, and studies the logical laws of its formation.

   This project mainly studies the formation mechanism of the red fan community based on the psychology analysis of Internet users. Starting from the phenomenon of tourism network red, it is endorsed by the public psychology book “The Crowd： A Study of the Popular Mind” as a theoretical endorsement. It is combined with the analysis of domestic tourism network red phenomenon and the psychological analysis of Internet users. Launched a red-red fan community formation mechanism.  At the end of the article, the method of questionnaire survey was used to further verify the influence of opinion leaders on the attitude of consumers in the actual scene, so as to obtain the research value of the paper.

关键词：用户心理； 社群； 形成机制； 旅游网红； 意见领袖；

Keyword:  User psychology ； Communities ； touring  instafamous；Key Opinion Leader 

目    录

1 引言 4

1.1研究背景 4

1.2研究目的及意义 5

1.3研究内容及需解决问题 5

1.4研究方法 6

2 文献综述 7

2.1网红现象概况 7

2.2互联网社群研究 8

2.3互联网用户心理研究 8

3 网红现象分析 10

3.1网红模式更新换代 10

3.2网红主流类型分类 10

3.3网红现象个案分析 11

3.4旅游网红商业模式分析 13

4.互联网用户心理分析 13

4.1互联网用户心理浅析 13

4.2互联网用户心理类型 14

5.网红粉丝社群形成机制 15

5.1网红内容因素 15

5.2网红意见领袖因素 15

5.3网红粉丝社群社交属性因素 16

6.问卷调查 16

6.1问卷调查设计 16

6.2调查问卷实施 17

6.3问卷数据分析 17

6.4问卷价值分析 基于互联网用户心理分析网红粉丝社群形成机制:http://www.chuibin.com/guanli/lunwen_205881.html