A Research On The Impact Of Internet Celebrities Word Of Mouth On Consumers'Purchase Intention

With the rapid development of Internet technology and the advancement of social media,internet celebrities group become more popular on Internet.Since2016,internet celebrities like PAPI Sauce,have become prevalent through the Internet with its personal traits and published content.The internet celebrities group has attraced the attention of netizens.Obtained the investment of Luo Ji thinking,Zhenge Fund and other capital,PAPI Sauce took the first advertisement with a price of 22 million.The huge economic benefits behind internet celebrities gradually attract more and more people join the online celebrities industry.With its own charm,internet celebrities attracts fans' attention through social platforms,and it has an enormous influence on fans who pay attention to them.Web celebrities have huge number of fans,and conducts commercial advertising through endorsement and e-commerce.Among many internet celebrities,There have a kind of internet celebrities called e-commerce web celebrities.Based on its own understanding and practice of a certain industry,E-commerce network star affects consumers' perception and decision-making behavior.Scholars' research on internet celebrities mainly focuses on qualitative aspects other than quantitative research because of the short time.From the current research on internet celebrities by scholars,it mainly focuses on the analysis of internet celebrities production content,internet celebrities marketing model and marketing suggestions,and less scholars study the impact of internet celebrities as a opinion leader on consumer attitude.Based on SOR theory,opinion leaders and information dissemination process theory,this paper takes the consumer attitude as the intermediary from the perspective of information dissemination.Firstly,this paper choose variables from the characteristics of internet celebrities and the information characteristics recommended by internet celebrities to explore the impact of internet celebrities on consumers' purchase intention.The independent variables include the characteristics of network celebrities(professional,relationship intensity,attractiveness)and the information characteristics recommended by internet celebrities(timeliness,information quality and visual cues);the consumer attitude is divided into cognitive attitude and affective attitude,using consumer's purchaseintention as a dependent variable to explore consumer attitudes in the communication process of online celebrity.Then,after making the research hypothesis and constructing the model,this paper learn from the reference from domestic and foreign scholars' measurement of the relevant variables,and make appropriate modification of the item according celebrities situation.In addition,this paper choose Taobao as the research platform and make a questionnaire survey was conducted on consumers who purchased the products recommended by internet celebrities.Thirdly,collecting and analyzing data by SPSS and AMOS software.The results showed that :(1)Internet celebrities characteristics(professional,relationship strength,attractiveness)and the information characteristics of internet celebrities recommended(timeliness,information quality and visual cues)have significant effects on consumers purchase intention;(2)Emotional attitudes play a partial intermediary role in the consumer's purchase intention in terms of independent variables(relationship intensity,attractiveness,timeliness,visual cues and information quality),and professional influence on emotional attitudes is not significant;(3)Cognitive attitudes play a partial role in the consumer's purchase intention in terms of independent variables(professional,relationship intensity,attractiveness,visual cues and information quality),and the effect of timeliness on cognitive attitudes is not significant.Finally,according to the research conclusions,the following suggestions are proposed for internet celebrities and internet celebrities Brokerage:(1)Internet celebrities should strive to enhance professional and cultivate unique personal charm;(2)Internet celebrities should interact with the audience actively to promote mutual communication and increase the frequency of information release;(3)Enriching information dissemination methods and presentation effect;(4)Using a variety of social platforms to increase the number of fans.