An Empirical Study On The Impact Of Internet Celebrity On Consumers' Purchase Intention

The rapid development of mobile internet technology has spawned many emerging cultures and groups.Internet celebrity is the representative of it and has formed an influential internet celebrity economy.The tens of thousands of new clothing of Taobao shop in the internet celebrity Zhang Dayi was basically sold out in three days,and completed the sales of the ordinary offline store for one year.This phenomenon of rapid sales of products due to the stimulation of internet celebrity has overturned the traditional retail world.Because the internet celebrity is different from the concept of stars and opinion leaders,the previous theories about celebrity endorsements and opinion leaders cannot explain the phenomenon of internet celebrity,such as theory of reasoned action and dual process theory.However,the existing literature on the study of internet celebrity mainly focuses on descriptive research,for example,the development history and problems of the internet celebrity,the interpretation and guidance of the internet celebrity economy,the internet celebrity marketing model and the analysis of advantages and disadvantages,the only empirical research is from other angles such as information sources,reference groups and fans.The impact of internet celebrity on consumers' willingness to purchase has not been studied from the perspective of internet celebrity' s own characteristics.However,as the producer and disseminator of information,internet celebrity has its own characteristics that will affect the effect of communication.Based on this,this paper builds a research model based on the S-O-R theoretical framework,and explores the impact of internet celebrity on consumers' purchasing intentions based on the characteristics of internet celebrity,and mediating the mechanism of consumer emotional response,and introduce brand sensitivity as a regulatory variable.Firstly,this paper reviews and sorts out the literature on internet celebrity related research,S-O-R theoretical framework,consumer emotional response,brand sensitivity and purchase intention.On this basis,the research model of this paper is proposed,and the corresponding 6 main hypotheses and 21 subhypotheses are proposed through logical deduction.Secondly,829 questionnaires were distributed in this paper,among which 470 were recommended products by Internet Celebrity,428 were effective questionnaires,and the effective questionnaire recovery rate was 91.06%.Finally,data processing software SPSS 21.0 and AMOS 17.0 were used to process the hypothesis testing.Six main conclusions were obtained :(1)Internet celebrity has a positive impact on consumers' purchase intention.Internet celebrity 's professionalism,interactivity and physical attractiveness have a positive impact on consumers' purchase intention.(2)Brand sensitivity plays a positive regulating role between internet celebrity and consumers' purchase intention;(3)Brand sensitivity plays a positive regulating role between internet celebrity and consumer emotional response;(4)Internet celebrity has a positive effect on consumers' emotional reaction;(5)Consumers' emotional reaction has a positive impact on their purchase intention;(6)Consumer emotional response plays an intermediary role between internet celebrity and purchase intention.Finally,according to the research conclusions of this paper,management enlightenment is proposed from the perspectives of enterprises,internet celebrity itself and consumers:(1)From the perspective of the enterprise : Product audience and internet celebrity audience should match;Guide internet celebrity to capture interesting but professional content;Use the internet celebrity to carry out multiplatform linkage to expand the scope and influence of the promotion;When choosing the internet celebrity,we must pay attention to the professionalism of the internet celebrity,the interaction between the internet celebrity and the internet users and the attractive appearance of the internet celebrity.(2)From internet celebrity' s own perspective : Strengthen the construction of personal brands;Focus on the cultivation of multi-faceted abilities;Multi-platform linkage and integration of resources;Avoid negative information and maintain a good reputation.(3)From the perspective of consumers : Improve your ability to identify information;Avoid blind obscenity.