Internet Celebrity Product Presentation Strategy And Its Impact On Consumers' Purchase Intention

In recent years,the net red economy has developed well,which has not only become a hotspot in the field of marketing,but also attracted great attention from academia.Especially once the product is named "net red",although the functional attributes remain unchanged,but the presentation way is different,it can also be highly respected,and sales surge.The five stages of consumer purchase decision-making give us some answers: the reception of information has an important impact on consumer purchase decision-making.But what kind of information do consumers want the product to present and how do they like to present it? Especially in the era of information explosion,fragmented reading,serious homogeneity,and "immovable" online red products.At present,the academic research on netred products mainly focuses on the following two aspects: one is the quality improvement and integrity guarantee of netred products;the other is the research on the Internet platform and the boosting effect of netred products.Less attention is paid to the presentation strategies and effects of the netred products themselves.The impact of consumer purchase intention is also less from the perspective of the presentation of internal and external attributes of products.In order to compensate for the theoretical deficiencies and better present the online red products so as to stimulate consumers' purchase intention,this paper studies the relationship between the online red products presentation strategy and consumers' purchase intention from the perspective of reception aesthetics and based on the Internet situation,and constructs a research model.In the model,the presentation strategy of net red products is an independent variable,consumers' purchase intention is a dependent variable,consumers' aesthetic value arousal is a mediating variable,and consumers' aesthetic expectation catering degree is a moderating variable.Among them,the online red product presentation strategy is divided into two dimensions:content presentation strategy and form presentation strategy.Consumer aesthetic value arousal includes functional beauty arousal,formal beauty arousal and emotional beauty arousal.In this study,the questionnaire was successfully developed through expert opinions,group discussions and other methods.The respondents were limited to "people who have purchased online red products in half a year".709 questionnaires were collected through "questionnaire star" platform and offline questionnaires,of which 536 were valid questionnaires,with an effective rate of 75.6%.Through empirical analysis,this study draws the following conclusions: the presentation strategy of online red products has a positive impact on consumers' purchase intention,whether in content or in form;the arousal of consumers' aesthetic value plays a complete intermediary role between the presentation strategy of online red products and consumers' purchase intention;and consumers' aesthetic expectations influence consumption by the presentation strategy of online red products.Consumers with different gender,age,disposable income and shopping frequency have different aesthetic expectations,aesthetic value arousal and purchase intention.The results of this study validly apply the theory of reception aesthetics to consumer behaviour,confirm the influence of presentation strategies on consumers' purchase intention,broaden the scope and depth of academic research on online red products and consumers' purchase intention,and refine the presentation strategies for online merchants to manage online red products information,cater to consumers' aesthetic expectations and arouse aesthetic appreciation.Value and stimulation of purchase intention are of great practical significance.