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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

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