Internet Celebrity’s Characteristics Effect On Consumer’s Impulsive Purchasing Behavior

Internet celebrity is the hottest word in the Internet area in 2016,becoming a household topic almost overnight.At the same time,with the help of capital power,"Internet celebrity economy" has become an extremely prevalent economic model.Many companies value that Internet celebrity channel has great exposure,forwarding volume and user base,investing in Internet celebrity advertising,and aims to use its large group of fans for product diffusion.so there has been "Papi sauce" sky-high price auction and other examples.Exposure,forwarding and user groups("traffic")are often seen as measures of channel value,the larger the "traffic",the higher the value.The existing literature on the Internet celebrity marketing focused on the development process,mode and advantages and disadvantages and so on.The relationship between Internet celebrity and individual’s purchase behavior is relatively less.Using Internet celebrity efficiently for product diffusion is of great significance for enterprises to gain a dominant position in the fierce competition and mobile Internet marketing change era.Based on it,this thesis aims to explore the impact of Internet celebrity characteristics on consumers’ impulsive buying behavior,and to reveal the mechanism that Internet celebrity as an external stimulus has effect on individuals’ emotions and purchasing behavior,providing strategic advice for the diffusion of innovative products.Firstly,through exploratory research,extracting the core views of the interview,combining with previous studies to refined to specific variables(credibility,expertise,attraction).Secondly,through reviewing the literature,this thesis puts forward the hypotheses constructs the theoretical model of this article and verifying the assumptions by using the empirical research methods.This essay draws on the mature scale of predecessors,combing the research object,412 questionnaires are issued and collected,processed by SPSS,AMOS.Finally,based on the results,the conclusion is drawn and the corresponding marketing strategy is proposed for the enterprise.The research result indicates that the characteristics of Internet celebrity,expertise and attraction positively affect consumer sentiment,while the impact of Internet celebrities’ credibility on consumers’ sentiment is insignificant.Consumers’ sentiment positively influence impulsive buying behavior.Self-construction plays a moderating role between the characteristics of Internet celebrity(expertise,attraction)and impulsive buying behavior.The self-independent positively moderates the process,while the self-dependent is opposite.Self-construction does not.According to the conclusion,the theoretical significance and management implications are expounded.Based on the conclusion,enterprises should establish the expertise and attraction cultivation mechanism,paying attention to the emotional reaction of consumers in the shopping process,taking appropriate strategies to make it pleasant and arousal and thus increase the impulsive buying behavior.