A Study Of Consumer Repeat Purchase Intention Under The Background Of Online Celebrity Economy

With the rapid development of Internet,various economic patterns began to emerge.In 2015,instant online celebrites economy began to emerge,and with great economic benefits and its amazing development speed have quickly gained widespread attention.But many scholars have questioned the sustainability of the instant online celebrites economy,saying it is merely a short-lived economic phenomenon.To explore the factors that influence consumer's repeat purchase intention in the economy of instant online celebrities.This paper combines the continuous purchase intention model,the network loyalty model and the information system success model with the net red feature.From these two aspects of the store features and characteristics of the instant online celebrities,the influence factors of consumers continue to purchase intention were studied.The conceptual model of the factors influencing the continuous purchase of consumers under the background of "instant online celebrites economy" is proposed.Based on the developed scale,this research scale is designed.Through pre-investigation and formal research,the questionnaire title was determined.The structural equation model is used to test the theoretical model.Through the empirical analysis of 314 effective questionnaires,the main conclusions of this study are as follows:The theoretical model can better explain factors affecting consumer purchase intention continued,the traditional loyalty model still applies to the instant online celebrites economy,the traditional model of loyalty among classic exogenous variables such as product quality,information quality,service quality on consumer satisfaction have significant effect.and to influence the purchase intention through satisfaction continuously.This shows that in the red economy environment,the traditional factors affecting loyalty still play an important role.The information quality,product quality and service quality have positive influence on consumer satisfaction,and indirectly affect the continuous purchase intention through satisfaction.Net red shop features only product quality is significant acting on trust.In order to obtain consumer confidence,product quality is a key factor.Electricity supplier network red features:product specialization,similarity and perception of interaction between consumers,for the formation of quasi social relations between consumers and the network red has a positive role in promoting.Quasi social relations do not directly influence consumer's continuous purchase intention,but indirectly affect the continuous purchase intention through satisfaction.Online celebrities' knowledge of professional products has positive effect on satisfaction and trust,similarity between consumer and net red has positive effect on consumer satisfaction.When they perceived net red having a strong professional,consumers are easier to store satisfaction.When the net red and consumers have similar preferences and values,the product recommendation of the instant online celebrites would be more likely to be accepted.In the economic environment of instant online celebrites,the mechanism of positive role of satisfaction on trust,satisfaction and trust being positive for consumers' repeat purchase intention is still applying.This research puts forward the influencing factors model of consumers'continuous purchase intention in the Internet economy environment.It also supplements the feature level of the shop and the component elements of the net red feature level.The mechanism of the relationship between net red and consumers has been explored experimentally.This study is to study the applicability of the influencing factors and the mechanism of action of "Instant online celebrites" in the social business environment.The research results are helpful to enrich the relationship between business and consumer,consumer decision-making and the research on the relationship between network environment and business activities.At the same time,this study also helps to carry out the operation and marketing of social business platform better.It will provide reference for the theoretical research of the new economic model.