The Effect Of Online Celebrities On Consumers' Purchasing Intention

With the development of mobile Internet which bring about new marketing mode,the emergence of the online celebrities has changed the traditional media delivery and celebrity endorsement,both of which are one-sided communication.the instant online celebrities has attracted much attention from the industrial fields.In recent years,The emergence of instant online celebrities has become a hot spot in the marketing academic world.But the researchers haven't dug into this phenomenon yet.Therefore,based on the internet celebrities on Taobao shops which are also used as the reference group,the article defines the Internet celebrity reference group and determine the dimensions.From the perspective of comsumers' experience,the article makes the CEV model as the intermediary and tries to find out the interior mechanism of the consumers' purchasing intention under the influence of Internet celebrities.Based on the framework of S-O-R model,the article works to discover how the Internet celebrity which is the stimulation(S)affect the consumers' purchasing Intention(V)through the CEV model(R).The results are as followed:First,the influence of Internet celebrity reference group is divided into three dimensions: informationality,value and interaction.the instant online celebrities reference group is different from the one used in previous study for interaction being a major feature of the instant online celebrities.They can communicate with the consumers in time which means they can have a real-time interaction.The net red conveys a beautiful lifestyle to consumers and acts to be the expert in front of the consumers.Second,based on the perspective of experience,this article introduces the CEV model and gets rid of the single intermediary or the influence mechanism ofCAB which is under the rational consumption.The collected data is analyzed through the PROCESS multi-parallel intermediary.the results also show that the CEV plays a full mediated role.Third,all the three dimensions of the Internet celebrity reference group have positive influence on consumers' purchasing intention.Under the influence of CEV mediation,the interaction has the greatest influence on the consumers' purchasing intentionThis paper explores the influential mechanism of the instant online celebrities reference group on consumers' purchasing intention.Noting that the corporation can upgrade the marketing tools to have a better interaction with the consumers which can enhance consumers' willing to buy.At the meantime,the article informs the consumers of the net red marketing mechanism to help them do rational consumption.It has a certain theoretical value and practical significance.