Research On The Influence Of Perceived Risk On Consumers’ Purchase Intention In The Process Of Internet Celebrity Live Broadcast

In recent years,the Internet celebrity economy has boomed,more and more consumers begin to shop through Internet celebrity live broadcast.However,as the series of failures in the process of Internet celebrity live broadcast and the frequent occurrence of negative news about Internet celebrities,the consumers have begun to worry about this marketing model.At the present stage,the research on consumers’ purchase intention under the marketing model of Internet celebrity live broadcast is mainly based on the characteristics of this marketing model to discuss the positive influence on consumers’ purchase intention.However,there are few studies on the types of risks that consumers may perceive under this marketing model and whether the perceived risks have an inhibiting effect on customers’ purchase intention.From this perspective,this paper discusses the possible perceived risks of consumers in the process of Internet celebrity live broadcast and their influence on consumers’ purchase intention.According to the characteristics of Internet celebrity live broadcast,the consumers’ perceived risk is subdivided into perceived product risk,perceived time risk,perceived service risk,and perceived social risk.Based on the situation theory and tie strength theory,this paper introduces likability and incentive mechanism as moderating variables,and constructs the customer perception-purchase model in the process of Internet celebrity live broadcast,to analyze the influence of four perceived risks on consumers’ purchase intention,and whether the intensity is affected by the two moderating variables.The questionnaire was formulated according to the scale of previous scholars,the characteristics of Internet celebrity live broadcast and the results of predictive research.The effective questionnaires were analyzed by SPSS 24.0 data analysis software,and the following conclusions were drawn: Firstly,in the process of Internet celebrity live broadcast,perceived product risk,perceived time risk,perceived service risk,and perceived social risk all have a negative impact on consumers’ purchase intention,and the perceived service risk is relatively strong.Secondly,the role of moderating variables: likability and the incentive mechanism play different degrees of inhibition on the negative impact of perceived time risk,perceived service risk and perceived social risk on purchase intention,but in the relationship between perceived product risk and purchase intention,the moderating effects of both are not significant.Finally,combined with the research results of this paper,relevant suggestions are proposed based on the four risk dimensions respectively,hoping to reduce consumers’ risk perception of this shopping channel so as to improve their purchase intention in the process of Internet celebrity live broadcast.