| In recent years,with the rapid development of information technology,The number of web celebrity e-business in China and the corresponding scale of fans are increasing in the form of blowout.They are mainly active in the social media platforms represented by Sina Weibo,to show their personal talents.After accumulating a large number of fans,they often register and set up shop in taobao.com.And they transfer the fans from social media platforms to e-commerce platforms by promotion,turn fans into loyal customers of their taobao stores.Online celebrity e-commerces have now become an important part of the Internet economy industry chain.The core of web celebrity e-commerce marketing model is fan economy,However,with the significant growth of the scale of online celebrity e-commerces on weibo,problems such as similar talent of web celebrity e-commerce on weibo,lack of innovation or poor quality of online products have become common problems in the industry.In the case of simultaneous upgrade of fans' consumption concept and rational purchase behavior of fans,the competition in the industry becomes more and more fierce.Therefore,it is of great practical significance to study the influence of fans' consumption behavior in microblog online celebrity e-commerces.After analyzed related literature,found a small amount of current relevant web celebrity fans electricity consumption behavior in the literature,the researchers are from the Angle of the fan to explore factors affecting consumer behavior,research Angle slightly limited,and because the reason of the difference of culture,foreign fans for consumer behavior theory and influence factors of research can`t be not properly used to interpret the consumption behavior of online celebrity`s fans in China.In terms of research methods,quantitative research methods are relatively few.Taking the para-social interaction between microblog online celebrity e-commerce and its fans as the perspective,this paper sorts out the attributes of microblog online celebrity e-commerce that may have an impact on fans' consumption behavior from the perspective of comprehensive consideration of various factors including perspectives,theories and methods.Then,based on the detailed possibility model,the influence mechanism model of weibo web celebrity e-commerce fans' consumption behavior was constructed.The data crawler technology was used to obtain the sample data comprehensively on weibo and taobao platforms,and the model was verified by LDA subject training,structural equation model and other methods.The results showed that information diversity can directly influence fans' consumption behavior,but it cannot influence fans' media dependence attribute and brand attitude on online celebrity e-commerce to further influence fans' consumption behavior.Task attraction and role exposure cannot directly influence fans' consumption behavior,nor can brand attitude influence fans' consumption behavior.Other hypotheses were verified.The influence mechanism model of weibo online celebrity e-commerce fans' consumption behavior proposed by the research can provide theoretical references for online celebrity e-commerce and their companies on weibo and taobao store management,so as to promote the development of their businesses.At the same time,Suggestions are made for the daily operation,fan relationship management,product brand management and platform management of weibo online celebrity e-commerce. |
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