The effect of celebrity effect on consumers’ purchase intention in live streaming

DOI

10.2991/978-94-6463-098-5_87How to use a DOI?

Keywords

Celebrity effect; Live streaming; Celebrity information source; Credibility of products; Quality Perceived of products; Purchase intentions

Abstract

This study constructs a theoretical framework for the influence of celebrity effect in live streaming on consumers’ purchase intention in a fully quantitative way. The data analysis of the questionnaire results was carried out by means of a questionnaire survey with the help of SPSS software, and the three dimensions of trustworthiness, expertise and interactivity of celebrity information sources in live streaming were used to study consumers’ purchase intentions. Using the credibility of product and quality perceived of products as intermediate variables, validating the impact of the characteristics of celebrity information sources in live streaming on credibility and quality perceived of products, and thus on consumers’ purchase intentions.

Copyright

© 2023 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Xinyi Zhao
PY  - 2022
DA  - 2022/12/27
TI  - The effect of celebrity effect on consumers’ purchase intention in live streaming
BT  - Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
PB  - Atlantis Press
SP  - 760
EP  - 769
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-098-5_87
DO  - 10.2991/978-94-6463-098-5_87
ID  - Zhao2022
ER  -