Research On The Influencing Factors Of Online Clothing Consumers' Willingness To Buy In "Internet Celebrity Marketing"

The development and innovation of Internet technology has brought new power to all walks of life.The social media platform has also matured in this fast-developing network information era.The new e-commerce based on social media platform has also become a hot spot of social concern.The new type of e-commerce utilizes the highest degree of attention at present,and the most popular types of online social media to create a network celebrity image at the front end.At the back-end joint,they corporate with brokerage company to promote widely.Meanwhile,cooperation with manufacturers to build a brand,forming a complete supply chain,thus transforming the powerful fan base into purchasing power.As the apparel industry is currently the fastest growing industry in the use of “Online celebrity marketing”,this paper mainly studies the influencing factors of the purchase intention of clothing consumers under the online celebrity marketing,hoping to conduct in-depth discussions and providing some suggestions for e-commerce merchants to effectively increase consumers' willingness to purchase.First of all,this paper studies the related literatures on online celebrity marketing and purchase intention at home and abroad,and then studies the theory of perceived value and the theory of purchasing behaviour.Combining the background of the research and the relevant literature basis,it summarizes the factors affecting the willingness to purchase.And based on this,the theoretical model and research hypothesis are constructed.Subsequently,combined with the scholar's mature scale and the research situation of this paper to define each variable,and design the corresponding measurement items to form a complete questionnaire.Finally,SPSS 23.0 is used to descriptive analysis,reliability and validity test,exploratory factor analysis and correlation analysis,and regression analysis is used to verify the constructed models and research hypotheses.Finally,the conclusions are:(1)The perceived value of the consumer's clothing and opinion leader positively influence of the purchase intention(2)The purchase cost and the perceived risk have a negative influence on the purchase intention through the perceived value,and it is negatively related to the willingness to purchase.(3)Perceived interest has a positive impact on purchase intention through perceived value and it is positively related to purchase intention.Based on the conclusion of this conclusion,this paper proposes two suggestions.One is to strengthen the role of opinion leaders from the individual characteristics of opinion leaders,and the other is to improve the perceived value of customers.