Ying Qu
ABSTRACT
Under the Internet celebrity economy, live streaming has become a hot topic. This article explores the impact of the introduction of celebrity marketing methods in the live broadcast room on the consumption of the masses. Through the user behavior analysis model, find out the influence factors of the "star guest live room" model on the public's purchase intention. Based on AMOS model and factor analysis, Through 7 dimensions, Get live recognition, Celebrity popularity, Degree of trust, product quality, They are positively influencing people's purchase and consumer sharing. Consumer viewing attitude as an intermediary variable positively affects the results shared by consumers. By increasing the visibility of the live broadcast space, Pay attention to live broadcast quality, Increase interaction, etc. It can promote the purchase of consumers, Provide reference for the construction of the platform, and formulate reasonable marketing strategies in the live broadcast room, Reduce the blind purchase of consumers and promote rational purchase. Open up a new situation of live streaming shopping.
- Shen Xiao, Wang Guohua, Yang Tengfei, Zhong Shengyang. (2016).The development process, characteristics analysis and Governance Countermeasures of Internet popularity in China. Information journal, 35 (11): 93-98 + 65Google Scholar
- Jiang Jiaqi. (2019) Analysis of the influencing factors of live broadcast on consumer purchasing decision under the influence of Internet celebrity economy[D]. Beijing University of Posts and TelecommunicationsGoogle Scholar
- Zhu Chunyang, Zeng Peilun.(2019).The "new Internet red economy" under the circle: evolutionary path, value logic and operational risk. Edited by Friends, 2019 (12): 5-10Google Scholar
- Tang Liyuan. (2019) Research on business model innovation of small and medium-sized e-commerce under the background of Internet red economy [D]. Nanjing University of Posts and telecommunicationsGoogle Scholar
- Liu Weifu. (2020). Research on the marketing strategy of Taobao live broadcasting in the perspective of new media. China publishing, 2020 (07): 19-22Google Scholar
- Xi Luyang, Cheng Ming. (2017).On the Internet celebrity economy and its development path – Based on the dual perspective of communication logic and business logic. Enterprise economy, 2017,36 (12): 102-108Google Scholar
- Mei Nan. (2017). Analysis of the marketing model of "Internet red economy" based on social network. Modern communication (Journal of Communication University of China), 2017, 39 (03): 164-165Google Scholar
- Chen Jing, Li yonghuan. (2020). "Breaking circle" and integration of mainstream media communication in the era of "national live broadcasting" – a case study based on the first live broadcast of CCTV news with goods. Contemporary TV, 2020 (07): 68-72Google Scholar
- Liu Zhongyu, Zhao Xianghao, Long Wei. (2020). The formation mechanism of consumer's purchase intention under the condition of online live broadcast with goods – Based on grounded theoryAnalysis. China's circulation economy, 2020,34 (08): 48-57Google Scholar
- Meng Lu, Liu Fengjun, Chen Siyun, Duan Li. (2020). Can I arouse you? A study on the influence mechanism of the characteristics of different types of live online celebrities on consumers' purchase intention. Nankai management review, 2020,23 (01): 131-143Google Scholar
- Yuan Xiaofang, Fang Ying, Liu Min, Li Xun. (2020). The influence of low self-control and environmental atmosphere on consumers' purchase behavior – Taking the online marketing Festival "double 11" as the research context. Business economics research, 2020 (08): 85-88Google Scholar
- Zhang Xiaoqiang, Li Shuang. (2020). Webcast with goods: multi dimensional reconstruction of the relationship between body, consumption and media in the technology platform. News and writing, 2020 (06): 54-60Google Scholar
- Li Qian.Analysis of the Influencing Factors of University Financial Risk Based on AMOS Model[J].Friends of Accounting,2018(07):136-140.Google Scholar
- Fang Qiwen, Liu Zhenqiu, Yuan Huangbo, Cai Ning, He Na, Zhang Tiejun. Construction of structural equation model and realization of AMOS software[J].Chinese Health Statistics,2018,35(06):958-960.Google Scholar
Recommendations
The Impact of EWOM Referral, Celebrity Endorsement, and Information Quality on Purchase Decision: A Case of Instagram
This study aims to explore factors that have impact on purchase decision on a social commerce, viz., social media Instagram. Thus, several dimensions namely eWOM referral, celebrity endorsement, information quality, brand satisfaction, brand trust and ...
Branding Conspicuous Goods: An Analysis of the Effects of Social Influence and Competition
Branding decisions are critical for the success of new products. Prior research on branding and brand extension has primarily focused on how branding influences consumers' perceptions of product quality. However, consumers of conspicuous goods care not ...
The effect of product review balance and volume on online Shoppers' risk perception and purchase intention
Online reviews are viewed as an important source of information enabling online shoppers to assess the quality of products/services. An important function of reviews is to reduce the risk and uncertainty that online buyers perceive relating to the ...
Comments