Research On The Influence Of The Characteristics Of Marketing Internet Celebrity On Consumers’ Purchase Intention

With the development of mobile Internet technology,the emerging group of internet celebrity and the new business format of webcast have been born.The further development of webcast has derived various webcast programs.Among all kinds of webcast programs,internet celebrity live streaming have become popular.Especially in recent years,the huge purchasing power of consumers has further pushed internet celebrity to the peak,the sales volume of a live broadcast of internet celebrity exceeds the sales volume of offline physical stores in one year.The strong carrying capacity of internet celebrity has broken the traditional offline retail model,which has attracted the attention of scholars,and the current research is more focused on the description of the phenomenon.Based on this,this paper discusses how internet celebrity leads consumers to purchase goods and its mechanism from the live streaming situation.Firstly,this paper combs the literature related to the paper,such as live broadcasting marketing,internet celebrity characteristics,purchase intention,information source theory,SOR theoretical model and perceived risk theory,on the basis of existing research,combined with the information source theory,this paper determines the five characteristic dimensions of the marketing internet celebrity,including popularity,credibility,interaction,professionalism and attraction.Combined with SOR theory,this paper constructs a research model on the relationship between the characteristic dimensions of the marketing internet celebrity and consumers’ purchase intention,and introduces perceived risk as an intermediary variable.Secondly,according to the theoretical research model,combined with the existing maturity scale to measure each variable,so as to determine the research questionnaire of this paper.The data are collected through the questionnaire and analyzed by using the data processing software SPSS 25.0 and Amos 21.0.According to the data analysis results,the following research conclusions are obtained:(1)The marketing internet celebrity will have a significant positive impact on consumers’purchase intention,and the popularity,attraction,interaction,professionalism and credibility of internet celebrity will have a positive impact on purchase intention;(2)The Marketing internet celebrity has a negative impact on consumers’ perceived risk,and the popularity,attraction interaction professionalism and credibility of marketing internet celebrity will negatively affect consumers’ perceived risk;(3)There is a significant negative relationship between perceived risk and consumers’ purchase intention;(4)Perceived risk plays an intermediary role between the characteristics of marketing internet celebrity and purchase intention.and the the popularity,attraction,professionalism and credibility of marketing internet celebrity will further affect consumers’ purchase intention through perceived risk,in the influence relationship between interactivity and purchase intention,perceived risk does not play an intermediary role.