Research On The Influence Of Internet Celebrity's Word-of-mouth On Consumers' Purchase Intention

With the rapid development of mobile Internet and social media,internet celebrity has become the product that conforms to the development of The Times.Internet celebrity has the dual identity of consumers and opinion leaders at the same time.In order to get the attention of fans,internet celebrity group starts to be active on various network platforms,and it releases the word-of-mouth information of various products and services according to its own experience and knowledge,and has an impact on consumers.In the past two years,the opinion leader's word of mouth has attracted strong attention from scholars,including entrepreneurs' word of mouth,experts' word of mouth and other research perspectives.These research objects are mainly opinion leaders in the traditional sense,and internet celebrity,as a new type of online opinion leaders,can not be ignored.In addition,previous researches on online word of mouth mainly focus on the statistical information such as the number,length and rating of word of mouth from the perspective of information characteristics,and on the dimensions such as attractiveness,professionalism and personal charm from the perspective of information source characteristics.In fact,information quality,titer,visual clues,as well as the popularity and activity of information source are also very important to the influence of consumers' purchase intention.In addition,most previous researches on online word of mouth are based on consumers' cognitive response,and consumers' emotional response is also an important factor affecting their purchase intention.At the same time,internet celebrity,as a type of network celebrities,is a kind of unilateral interaction similar to interpersonal interaction,that is,quasi-social interaction.This quasi-social interaction can stimulate consumers to a certain extent and is an important regulating variable to explain the relationship between internet celebrity public praise and consumers'emotional response.Therefore,it is necessary to study web-celebrity.Based on the stimulus-organism-response(s-o-r)model,this paper established a research model on the influence of internet celebrity word of mouth on consumers'purchase intention in the network platform,and explored the influence mechanism of internet celebrity word of mouth on consumers' purchase intention.This paper takes the characteristics of internet celebrity word-of-mouth information:word-of-mouth quality,word-of-mouth potency,word-of-mouth visual clues,and the characteristics of word-of-mouth source:popularity and activity as independent variables to study the influence of independent variables in two dimensions on consumers' purchase intention.At the same time,based on the reality that internet celebrity has a strong ability of emotional contagion in the process of word-of-mouth communication,from the perspective of emotional cognition,consumers' emotional response was selected as the intermediary to explore the mediating effect of emotional response between internet celebrity word-of-mouth and purchase intention.In addition,Internet celebrity belongs to a type of network opinion leaders and famous figures.Consumers will have quasi-social interaction with Internet celebrities,and quasi-social interaction is introduced as a regulating variable to further verify the mechanism of internet celebrity word-of-mouth information characteristics and internet celebrity characteristics on consumers' emotional response.In this study,data were collected by questionnaire,500 questionnaires were issued to consumers with experience in using social media,and 306 valid questionnaires were eventually recovered.SPSS24.0 was used to test the model.The empirical results show that,(1)the characteristics of internet celebrity word-of-mouth information are positively correlated with the characteristics of internet celebrity and the emotional response of consumers.(2)Consumers' buying intentions are influenced by their emotional reactions.(3)Emotional response plays a partial mediating role in the influence of internet celebrity word-of-mouth information characteristics and internet celebrity's own characteristics on purchase intention.(4)In addition,when consumers have a higher quasi-social interaction with internet celebrity,internet celebrity word of mouth has a greater impact on its emotional response.This paper not only launched a new research perspective in theory,the research conclusion can also guide internet celebrity and internet celebrity brokers in practice to develop a reasonable and effective internet celebrity word-of-mouth marketing strategy in the process of the development of internet celebrity.