South Korean Companies In China's Social Platform Network Internet Celebrities' Marketing Research

In recent years,the development between Korea and China's economy and trade,including the rapid development of cross-border online shopping have prompted Korea enterprises to pursue a tremendous amount of new marketing strategies for attracting Chinese consumers,which has intensified the competition among enterprises.In order to attract young consumers in China,Korea enterprises began to make use of China Internet celebrity for marketing.But the current academic research on the Internet celebrity marketing of South Korean companies using Chinese network marketing as the theme of the Internet celebrity is in a blank state.Therefore,this paper is based on the Korea enterprises' use of China's Internet celebrity marketing as the research object,to construct the hypothesis of the influence of the characteristics of the Internet celebrity marketing on the consumer's purchase intention and analyze its influence,so as to improve the efficiency of the Internet celebrity marketing.This paper studies the influence of the characteristics of Internet celebrity marketing on the user's purchase intention,and divides the Internet celebrity marketing into two dimensions,that is,the social media features(usefulness,ease of use,interaction),and Internet celebrity trust.Through the construction of the theoretical model and the data analysis of the questionnaire,the following conclusions are obtained:1,trust(outside the reference)has no significant influence on the purchase intention of the social media audience,and the second,the Internet celebrity marketing can indeed increase the.user's purchase.intention Korea.enterprises.and Chinese.Intrnet celebrities,although they have the demand but do not krnow how to establish cooperation,especially the Korea enterprises are still more distant to the Chinese market,thus they can not determine how to use Chinese Internet celebrity to publicize and improve product sales,so this article puts forward the corresponding policy suggestions.for the cooperation between Chinese Internet celebrity and Korea enterprises.