A Study on the Influence of Perceived Risk on Purchase Intention for Influencer Marketing
lanthropy[J].Journal of marketing，1988（3）：58-74. [7]胡瑜慧.善因营销：企业承担社会责任的新方式[J].生产力
研究，2009（20）：145-147.
[8]BARNES N G，FITZGIBBONS D A.Is cause related market⁃
ing in your future？[C].Business forum，1991：20-23. [9]ANDREASEN A R.Profits for nonprofits：find a corporate
partner[J].Harvard business review，1996（6）：47-56. [10]刘新，杨伟.虚拟品牌社群认同对品牌忠诚的影响[J].管
理评论，2012（8）：96-106. [11]庄友刚.虚拟认同与文化风险[J].湖北大学学报（哲学社
会科学版），2014（2）：1-8. [12]李红.企业公益营销对大学生消费群体购买意向的影响
研究[D].成都：西南交通大学，2011. [13]王颖晖，丁红伟.善因营销信息透明度与消费者品牌态
度关系研究[J].消费经济，2014（4）：36-41. [14]司凯.善因营销捐款形式和契合度对消费者响应影响[J].
华东经济管理，2017（4）：167-173.
[15]DONEY P M，CANNON J.An examination of the nature of trust in buyer-seller relationships[J].The journal of market⁃ ing，1997（2）：35-51. [16]吴长顺，齐成斌.基于外显特征和互动过程的信任影响
因素研究[J].软科学，2007（5）：22-26.
[17]MCKNIGHT D H，CUMMINGS L L，CHERVANY N L.
Initial trust formation in new organizational relationships[J].
Academy of management review，1998（3）：473-490. [18]孙莹，杜建刚，李文忠，等.产品召回中的负面情绪和感知风险对消费者购买意愿的影响——基于汽车产品召回的实证研究[J].管理评论，2014（2）：104-110. [19]张应语，张梦佳，王强，等.基于感知收益—感知风险框
O2O模式下生鲜农产品购买意愿研究[J].中国软科架的
学，2015（6）：128-138.
[20]SANDRA M，FORSYTHE H，BO S.Consumer patronage and risk perception in internet shopping[J].Journal of busi⁃ ness research，2003（56）：867-875. [21]王子贤，吕庆华.感知风险与消费者跨境网购意愿——
有中介的调节模型[J].经济问题，2018（12）：61-67. [22]王文信，孙乾晋.消费者信任对乳制品购买意愿的影响
研究[J].中国畜牧杂志，2017（7）：133-137. [23]PARASURAMAN，ZEITHAMLl M，BERRY L.A conceptu⁃ al model of service quality and its implications for future re⁃ search[J].Journal of marketing，1996（3）：41-50. [24]HAYES A F.Process a versatile computational tool for ob⁃ served variable mediation，moderation，and conditional pro⁃ cess modeling[R].2012. [25]温忠麟，侯杰泰，张雷.调节效应与中介效应的比较和应用[J].心理学报，2005（2）：268-274.
责任编辑：方程
（School of Economics and Management，Northeast Forestry University，Harbin 150040，Heilongjiang，China） Abstract：Influencer marketing is a new online shopping mode. Because of the convenience of online shopping and the goods or service that can be purchased in the online live broadcast or in the display window，influencer marketing has been recognized and loved by consumers，and its popularity among consumers is increasingly developing，which is a phenomenon worthy of attention. While during this process，consumers are facing some risks；and the level of risks will have direct impact on consumers’sustainable purchasing intention. From the perspective of consumers，the authors use empirical research methods to analyze the relationship between perceived risk and purchase intention of influencer marketing，and successively document the moderating effect of causerelated identification and the mediating effect of consumer’s trust. The results suggest that：perceived risk of influencer marketing has a significant negative impact on consumers' purchase intention；perceived risk of influencer marketing has a negative impact on consumer trust，while consumer trust has a significant positive impact on purchase intention，and consumer trust plays a partial mediating role；and cause-related identification plays a moderating role，namely the higher the degree of consumers' cause-related identification is，the more negative impact of perceived risk on their trust can be reduced. Based on this，the authors put forward some suggestions：first，the influencers should reduce the perceived risk of consumers by providing high- quality and high- costeffectiveness products and services，timing and safe logistics，and high-quality after-sale service，which will enhance customers’ trust，and actively and effectively adopt cause- related marketing strategy to enhance the customers' trust and purchase intention； and second，they should utilize big data to carry out targeted marketing，quickly connect with target consumers，effectively convert the consumer flow into cash quickly and effectively，and promote marketing accuracy and economic profits.
Key words：influencer marketing；perceived risk；consumer trust；purchase intention；cause-related identification