Research On The Stickiness Of Instant Online Celebrities,Fans Based On Involvement With Personae

The development of social media has promoted the emergence of "Internet celebrity economy",and it has broken through the development bottleneck of traditional e-commerce through integration with e-commerce platform.With their influence on fans,the instant online celebrities have a batch of fans with a high level of user stickiness by diversified interaction,like product recommendations,sharing and so on.So,the fans have the higher conversion rate,repeat purchase rate than traditional e-commerce.At present,this phenomenon has attracted wide attention in academic circles,but there are few empirical studies on this subject.Therefore,this study not only enriches the research content on this subject,but also can give advices to instant online celebrities' team about how to sustain fans better,and promote the healthy development of the Internet celebrity economy.This study will focus on the fashion instant online celebrities because of their outstanding cashability and volume,and take the fans' stickiness as the breakthrough point.Based on the relevant research on the involvement with personae,putting forward para-social relationship and wishful identification can positively influence the stickiness of fans.Then,according to the social identity theory and the research on perceived interactivity,three characteristics of the instant celebrities' online image-perceived similarity,perceived distinctiveness and perceived expertise,as well as two characteristics of interaction-perceived playfulness and perceived personalization are put forward as the precursor of para-social relationship and wishful identification.Finally,using social cognitive theory as the theoretical framework,developing the research model of the fans' stickiness,and using social identity theory and the relevant research on perceived interactivity explain the relationship between and among the instant online celebrities' the characteristics of online image and interaction,involvement with personae and stickiness.This study conducted an online survey and posted a self-administrated questionnaire on weibo.com,305 effective questionnaires have been collected by awarded questionnaire released online.And using the software SPSS and Smart PLS to analyze the data.The results show three characteristics of the instant celebrities' online image-perceived similarity,perceived distinctiveness and perceived expertise have significant positive influence on para-social relationship and wishful identification,and the characteristics of interaction-perceived playfulness has significant positive influence on para-social relationship.Finally,para-social relationship and wishful identification can positively influence fans' stickiness.In addition,this study further explores the difference between the influence the characteristics of interaction on para-social relationship of different types of fashion instant online celebrities,proved that different types of instant online celebrities should adopt different interaction strategies to strength the relationship with fans efficiently.Finally,this paper discusses the main innovations and shortcomings of the study,and makes suggestions for subsequent studies.