Research on the Relationship among Internet Celebrity Information Source, Consumer Identity and Consumers' Purchase Intention
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Abstract
In recent years, the rapid growth of web celebrity economy has brought about the rapid development of the live broadcasting industry, which adds a new form of diversified development to the new business form of the Internet economy. This innovation of consumption mode has also attracted more profound attention from the academic circle. Existing scholars have conducted a study on the relationship between web celebrity information sources and consumers 'purchase intention, but there are relatively few research results on exploring the relationship between web celebrity information sources, consumer identity and consumers' purchase willingness.Based on the social identity theory and stimulus response model (SOR), the theoretical model between web celebrity information source, consumer identity and consumer purchase intention is constructed. Through the questionnaire survey, the reliability, professionalism, interactivity, attraction and skill have a positive influence on consumer identity, and the reliability, professionalism, interactivity, attraction and consumer purchasing intention. Therefore, the reliability, professionalism, interactivity, attraction and skill of web celebrity information source have a positive effect on consumers' purchase intention.The research conclusion of this paper has certain practical guiding significance for the construction of web celebrity live broadcasting platform and consumers' rational participation in online live broadcasting shopping.
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