Research On The Influence Of Interpersonal Attraction Of Vlogger On Impulsive Buying Behavior Of Consumers

With the leap-forward development of Internet technology,various kinds of social media are in the ascendant,driving the explosive growth of platform users.Because the existence of a large number of users forms a potential consumption,social media platforms increase functions.The entertainment and convenience of social media platforms make it easier for consumers to make impulsive purchases.Vlog(video blog)is a form of video recording the daily life of Vloggers(video producers).Its episodic and everyday video content has attracted a lot of users,so brands and companies are paying attention to it.In recent years,brands can reduce the impact of advertising placement by releasing Vlog to deliver product information on social media.Vlog marketing has become a new way of product marketing.An increasing number of enterprises consider Vlog marketing as a part of enterprise marketing,and Vlog marketing has begun to receive attention.Vlogger plays the role of product information source in marketing.When Vlogger shares and recommends products in videos,its interpersonal attraction has a certain impact on consumers’ purchasing behavior.Vlogger’s personalized video content shares information about product experience and attracts a large number of followers to interact with it.Followers accept the shared content and share similar personal experiences.Some followers also want to buy and pursue the same products.Attention are potential consumers who are curious about Vlogger,then watch Vlog and communicate with products.This communication promotes a good interaction between emotional interactions and product purchases.Followers are potential consumers.Since consumers do not know the product information,their curiosity could lead to watching Vlog and product communication.In this process,consumers have a good interaction with Vlogger from emotional communication to product purchase.Based on this premise,this study takes the social media Vlogger as the research object,uses the para-social interaction theory and information gap theory to construct a theoretical model,and introduces the influence mechanism of interpersonal attraction,para-social interaction,curiosity and impulsive purchasing behavior.Among them,interpersonal attraction is divided into three dimensions: physical attraction,social attraction and task attraction.In this study,this study by adopting questionnaire survey to get 325 valid data for further research.The quantitative analysis tools used are mainly AMOS,SPSS.Through mathematical statistics,the conclusion is that Vlogger interpersonal attraction has a significant positive impact on consumers’ impulsive purchase behavior,para-social interaction partially mediate between the two,and curiosity plays a moderating role in interpersonal attraction and para-social interaction,and then affects the consumer impulse purchase behavior.According to the research conclusion,this study puts forward corresponding suggestions for Vloggers,enterprises and platforms that use Vlogs for marketing from the following three aspects.First,the three subjects should pay attention to interpersonal attraction,especially the Vlogger should fully explore and use its personality charm.Secondly,in Vlog marketing,they take advantage of social media to guide the two-way interaction between consumers and marketing subjects.Finally,they should carry out Vlog marketing through the interactive process,which continuously stimulates the curiosity of consumers and leads to purchase behavior.