Online Impulse Buying: Impact of Internet Celebrity Endorsement and Peer Pressure

DOI

10.2991/assehr.k.211209.150How to use a DOI?

Keywords

E-commerce; consumption impulse; expectation-confirmation model; internet celebrity endorsement; peer pressure

Abstract

During the epidemic of COVID-19, online purchases have been rising and e-commerce live broadcasts have become more popular. As impulse buying happens a lot, the factors influencing impulse buying in e-commerce live broadcast rooms are of interest. Basing on the expectation confirmation model (ECM), we proposed a new model that explores the roles played by internet celebrity endorsement and peer pressure in the process. This study extends related research in consumer behavior and provides implications for marketing practices.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Chunsheng Li
AU  - Huimin Jiang
AU  - Anwei Huang
AU  - Huanyong Chen
AU  - Jiangruixue Yu
PY  - 2021
DA  - 2021/12/15
TI  - Online Impulse Buying: Impact of Internet Celebrity Endorsement and Peer Pressure
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 922
EP  - 925
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.150
DO  - 10.2991/assehr.k.211209.150
ID  - Li2021
ER  -