Research Of Evaluating Online Celebrity Endorsement Effect In E-Commerce And Its Influencing Factors

With the development of We media and live-streaming platforms,the form of Internet content consumption has become more and more abundant.In the process of hundreds of millions of people participating in content creation,content dissemination and content consumption,a few of Internet users became famous.Those online celebrities have many fans on the Internet which give them opportunities to earn money.The huge profitability brought by the online celebrity industry also attracts the participation of e-commerce platforms to provide trading platform for online celebrities and sponsors.This paper quantifies the value of online celebrity endorsement on e-commerce platforms by using a random coefficient model(BLP model)with a data set which is provided by Alibaba Group consisting of daily perfume sales,perfume sellers'characteristics and online celebrity endorsement signals and so on.With the model and data,this paper finds that the value of online celebrity endorsement varies among online celebrities.5 online celebrities have positive value,while 2 online celebrities have negative value,and the remaining 20 online celebrities have no significant value.This paper also sheds light on the underlying mechanism of online celebrity endorsement effect by using a data set consisting of online celebrities' characteristics.We build a multiple linear regression model to explore the intrinsic factors affecting the online celebrity endorsement value.Results show that the number of followers and the fit of online celebrity's domain and seller's domain can not affect the endorsement value of online celebrity,while the more products the online celebrity endorses at one time,the less the value are.