Research On Online Celebrities' Recommendation Effect Of Consumer Attitude

With the continuous development of mobile Internet technology,various short videos and live broadcasts play an important role in people's daily lives.People have acquired a large number of fragmented information from new media platforms such as Weibo,Douyin,Bilibili,etc.Under this background,the new phenomenon of Internet celebrity has became more and more prosperous.Watching live broadcasts,videos,or graphics which was recommended by Internet celebrity has become indispensable for many people before purchasing.Therefore,choosing the Internet celebrity who has the special traits has an important and profound impact on enterprise marketing.And for Internet celebrities,how to upgrade themselves so that they can better cooperate with enterprises is crucial to the long-term development for themselves.On this basis,this thesis intend to find the influence of Internet celebrity promotion on consumer attitudes.At present,although some scholars have researched the issues of Internet celebrity economy,but this research are still relatively weak for the reason that Internet celebrity is a new things.And most of the research have focused on how Internet celebrities' own brands should develop,how Internet celebrities develop their own IP,or focus on the marketing of Internet celebrity products,etc.The research about how the Internet celebrities' traits or themselves connect with consumers and it's influence on consumer's attitude are rare.Therefore,this thesis combines the attitude of Hofland and Janis.Dividing the characteristics of Internet celebrities into reputation,popularity,professionalism,reliability and attractiveness,putting the similarity,perceived interaction between Internet celebrities and consumers,the corresponding of product,and the exclusive discount as independent variables,putting the consumer's attitude as dependent variables,and putting the forewarning as moderating variables.By doing this,thesis intend to research the influence of Internet celebrity promotion on consumer attitude,and provide new research perspectives and enrich the research of Internet celebrity.This thesis uses SPSS25.0 and AMOS23.0 to analyze the data of 262 valid questionnaires collected by questionnaire survey through literature research method and empirical research method to verify the hypothesis proposed in the thesis.According to the results after analysis,personal characteristics,perceived interaction,product matching,perceived similarity,and exclusive offers of online influencers all positively affect consumer's cognitive attitudes.Perceived interaction,product matching,and perceived similarity positively affect consumer's emotional attitudes.Internet celebrities' personal characteristics,the similarity,perceived interaction between Internet celebrities and consumers,the corresponding of product,and the exclusive discount as independent variablesare all positively affecting consumer's behavioral attitude.Forewarning plays a role of reverse adjustment between perceived similarity and consumer's cognitive attitudes and behavioral attitudes,plays a role of reverse adjustment between product matching and consumer's cognitive attitudes and consumer behavioral attitudes,and provides exclusive benefits to consumers reverse adjustment between cognitive attitudes.There are three main innovations of this thesis.Firstly study the factors that influence consumer attitudes when Internet celebrities promote products of other companies,rather than confining them to developing their own IP or stores.Secondly consider the influencing factors in terms of Internet celebrities' own characteristics and consumer perceptions,rather than being limited to Internet celebrities themselves.Thirdly consider the adjustment effect of forewarning.