Keywords
online celebrity live streaming, individual characteristics, consumer purchase decision, structural equation
Abstract
Based on the popular phenomenon of online celebrities carrying goods through live broadcasts,this paper establishes a model of the impact of individual characteristics of online celebrities on consumers' purchasing decisions,collects data through questionnaire surveys,and uses SPSS and AMOS software to analyze the data to verify the model.The empirical results show that the professionalism,interactivity,matching degree and business services of online celebrities can directly and positively influence consumers' purchasing decisions.At the same time,they can also indirectly affect consumers' purchase decisions through perceived trust.According to the research conclusions,this article proposes that online celebrities can improve consumer perceived trust and promote consumers to implement purchasing decisions by improving their professionalism,enhancing communication and interaction in live broadcast rooms,accurately positioning target customer groups,and establishing a complete service system.
DOI
10.16315/j.stm.2021.05.011
Recommended Citation
Ll, Ji-cheng and WANG, Di
(2021)
"The impact of the individual characteristics of online celebrities on consumers' purchase decisions under the situation of online,"
Journal of Science and Technology Management: Vol. 23:
Iss.
5, Article 11.
DOI: 10.16315/j.stm.2021.05.011
Available at:
https://jstm.researchcommons.org/journal/vol23/iss5/11
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
