The Impulse Buying Mechanism Of Electronic Internet Celebrity's Fans

Today,the "instant internet celebrity economy" has become a new hot word.Internet celebrity sellers have more than 1500 on Taobao,their sales miracle has lost its novelty.The rapid development of the economy profits from the powerful microblogging fan base,So that it successfully realized the diversion from micro-blog to the electronic business platform,to solve the main bottleneck of the lack of traffic in the traditional e-commerce enterprises.Microblogging as one of a social media,its strong communication and influence power has brought unprecedented commercial effects,many companies began to use microblogging as an important network marketing tool,so microblogging marketing become a hot topic of the times.At the same time,with the socio-economic development,the planned purchase rate reduction rather than the rate of unplanned purchase is rapidly increase which called "Impulse Buying"Enterprises also pay more and more attention those stimulates which can induce consumers' impulse buying behavior.Digging the diversion mechanism behind the internet celebrity economic model,in particular,the relevant characteristics of the network micro microblogging marketing,help enterprises to learn and use the internet celebrity economic model to achieve the corner overtaking.Based on the theory of para-social interactive,this paper constructs the functional mechanism model of internet celebrity's fans' impulse buying from their own attributes and micro-blog information attributes.There are 360 fans conducted a questionnaire,through regression analysis and mediating effect analysis verifying the self-attributes(appearance attraction,expertise,similarity)and the information-attributes(relevant,interesting).Results show that appearance attraction,similarity,relevant,interesting have significant positive impact on perceived para-social interactive which in turn impact fans' impulse buying.Through this mechanism fans will be successfully transformed into consumers.There are three main innovations:First,adds new contents for for the internet celebrity study,finds the impulse buying mechanism of internet commerce celebrity's fans;second,adds new contents for the consumer impulse buying research,finds para-social interactive which is an interpersonal factor is also an important cause of consumer's impulse buying;third,extended the boundary of the theory of para-social interactive.The conclusion of this research can guide internet celebrity promotion efficiently and other e-commerce enterprises to successfully carry out microblogging marketing activities.