The Influence Of Internet Celebrity Characteristics On Consumers’ Purchase Intention

As Internet technology continues to change and progress,short video and e-commerce live broadcasting have developed rapidly,especially in the field of short video and live broadcasting.However,the same product in different network red live broadcast transaction situation presents significant differences.In the network red characteristics of the broadcast,there will often be a second kill,and in the network red characteristics of the performance of the broadcast is not outstanding,the same product in the case of hours will also appear sales can be counted.The same product in different network red broadcast why there will be such a disparity in sales differences? Is it related to the characteristics of net red itself? However,in the same broadcast room,consumers’ different perception results for different risk factors will also lead to changes in consumers’ final purchase intentions,and their differences in self-construction will also promote their significantly different behaviors in consumption.In this case,how do risk perception and self-construction affect consumers’ purchase intention in the live broadcast room after watching the live broadcast of Internet celebrities? In view of this,257 valid questionnaires were collected through online research using purchase intention Scale,perceived risk scale,Internet celebrity trait Measurement scale,etc.,and SPSS20.0 was used to analyze the collected data.To explore whether factors that cause consumers to buy in live broadcast are related to the characteristics of Internet celebrities.Through the design of the experiment,68 subjects were randomly recruited from the society,and all subjects met the requirements.The participants who agreed to participate in the experiment filled in the self-construction scale before the experiment,and then divided the subjects into two groups(independent self-construction/dependent self-construction).To explore the role of self-construction of subjects in the influence of Internet celebrity characteristics on their purchase intention.It also further provide a basis for the influence of online celebrity characteristics on purchase intention and broadens the scope of factors influencing consumers’ purchase intention.The results of this study include: the characteristics of Internet celebrities show a significant positive correlation with consumers’ purchase intention;Gender also has significantly different results.For consumers,the shopping desire of female subjects is more obvious than that of male subjects.In the same live broadcast room of Internet celebrities,users’ perception of risk will ultimately have a significant impact on users’ decision of purchasing intention,which is specifically shown as a significant negative correlation.Among them,age also has stage difference in perceived risk,the older the risk perception ability is more obvious.Conversely,the younger the consumer,the less risk perception;For individuals,the perceived risk system also shows an intermediary effect on their decision making of choice intention during shopping.This result is different from the self-construction of consumers.There will also be differences between the two functions in the final selection of the willingness to buy in the webcast.To be specific,individual self-construction can play a moderating role in the decision-making process in which the characteristics of Internet celebrities influence their purchase intention.Therefore,this study believes that among the factors affecting consumers’ purchase intention,the characteristics of Internet celebrities have a significant positive correlation with their effects.The stronger the expression,the more significant the effect on the decision of purchase intention.On the contrary,it will reduce the individual’s willingness to consume.The effect of perceived risk showed a significant negative correlation.The stronger the perceived risk is,the weaker the influence of the characteristics of Internet celebrities on the individual’s willingness to make consumption decisions.On the contrary,the weaker the perceived risk ability,the stronger the influence of the characteristics of Internet celebrities on people’s willingness to make consumption decisions,so it is easier to stimulate people’s willingness to buy;Individual’s different self-construction also has an impact on their willingness to make decisions when shopping.To be specific,for independent self-constructed consumers,the broadcast rooms with obvious online celebrities havelower purchase intention than those with no obvious online celebrities.On the contrary,for interdependent self-constructed consumers,online celebrities with obvious characteristics of the broadcast show a higher level of purchase intention than online celebrities with no obvious characteristics of the broadcast show.