Study On The Influence Of Interactive Marketing Of WEB Celebrity Fashion Shop On Consumer Purchasing Behavior

The emergence of the internet celebrity economy has led to a new marketing model,and the academic community is paying more and more attention to internet celebrity.But so far,no one has subdivided the marketing method of net celebrity into an interactive level.Interactive marketing is used to define the service interaction between service personnel and consumers.This research is based on the internet celebrity taobao shop and interactive marketing in the new media environment.,I give it a new interpretation.Taking the SOR stimulus model as the theoretical framework,this paper proposes a model that influences the value of mediator variables to realize the impact on consumers' purchasing behavior under the stimulation of internet celebrity fashion shop interactive marketing.By reading the relevant literatures of interactive marketing,perceived value and purchasing behavior,I choose three reference scales were used,and the scales were revised and compiled in conjunction with online blogs,interviews,and pre-surveys.526 copies of valid questionnaires were formally investigated,and SPSS19.0and AMOS22.0 were used to test the reliability and validity of the data,factor analysis,correlation regression analysis,structural equation modeling,causality and intermediation effect of each variable.Main conclusions as follows:(1)The interactive marketing of internet celebrity Store consists of three dimensions:“communication feedback”,“the influence of Internet celebrities ” and “problem solving”.Among them,net celebrities influence and problem solving play a more important role.(2)The interactive marketing and various dimensions of the online store have a significant positive impact on the perceived value and purchase behavior;the perceived value has a significant positive impact on the purchase behavior.(3)Perceived value plays a mediating role in the influence path of interactive marketing and purchasing behavior.The interactive marketing-perceived value-purchasing behavior model is a partial mediation model,and the mediating effect of perceived value is 5.2%.(4)Demographic variables have a significant impact on the perceived value of net red stores.