Analysis Of Influencing Factors Of Internet Celebrity Live Broadcast On Consumer Purchasing Decision

Along with the outbreak of the Internet celebrity economy,and the rapid expansion of the live broadcast industry and technology,the new Internet economy has shown a diversified development pattern.Internet celebrities need to rely on the spread of social networks to output valuable contents to obtain fan traffic.At the same time,live broadcast also needs a rich form to meet the needs of viewing users.The use of fragmentation time also prompted the Internet celebrity era to complete a variety of "Internet celebrity +" in the process of change.Among them,"Internet celebrity + Live Broadcast"has been rewarded from the original fans and promoted for the brand.Nowadays,in the form of live marketing,consumers can realize"buying while watching".The time period from knowing the product to the final purchase is greatly shortened.With the marketing method of live broadcast,Internet celebrities not only improve sales,but also enhance the interaction with fans,thus affecting fans'emotional attachment to them.From the empirical point of view,this paper proposes the research hypothesis and model of the research on the development of the Internet celebrity economy and webcast,and the resear-ch status of consumer purchasing decision,combined with the empirical research of some resear-chers,and designs the questionnaire and scale.The factors affecting the consumer pur-chase decision under the Internet celebrity economy were analyzed.Questionnaires were distributed through questionnaires,and 475 valid questionnaires were collected for descriptive statistics,reliability analysis,validity analysis,correlation analysis and regression analysis through SPSS 24.0.The structural equation model was drawn using AMOS 25.0,and the model was prepared.The degree of inspection was tested.The following conclusions were obtained:First,in the process of Internet celebr-ity live marketing,high quality content,Internet celebrity personal charm,trust and high degree of interactivity all positively affect consumers'cognitive attitude.Second,in the process of Internet celebrity live marketing,incentive mechanism,Internet celebrity personal charm,high degree of interactivity and value-added content all positively affect consumers' emotional attitude.Third,in the process of Internet celebrity live marketing,consumers' cognitive attitude and emotional attitude positively influence their pur-chase decisions.At the end of the whole thesis,combined with the research process and the research results,some management suggestions were put forward for Internet celebrity group,Internet celebrity economy,Internet celebrity live marketing and Internet celebrity fan consumers,and the research shortcomings and prospects of this paper were summarized.