The Influence Of Web Celebrity Catering Brand Marketing Strategy On Consumers' Social Sharing Intention

In recent years,with the development of web celebrity economy,the word "web celebrity" is no longer limited to describe the traditional Internet celebrities.More and more brands or offline stores have become "web celebrity" by virtue of the power of the Internet,among which,a number of web celebrity catering brands are the most eye-catching.In addition,under the background of web celebrity economy,enterprises' marketing strategies focus more on promoting consumers' social sharing behavior.Only by continuously gaining consumers' social sharing can web celebrity brand survive for a long time.In this study,web celebrity catering brand xi tea is taken as a specific case to investigate the influence of web celebrity catering brand marketing strategy on consumers' social sharing intention.This study put forward by means of literature study and in-depth interviews of four web celebrity catering brand marketing strategy of impact factor,respectively is experiential consumption space,opinion leaders and product scarcity and product innovation,and consumers' cognitive attitudes and affective attitude as intermediary variables,study web celebrity catering brand marketing strategy to consumers influence mechanism of social sharing intention.SPSS 23.0 and AMOS 23.0 were used for statistical test and analysis of the collected data.The main conclusions were as follows:Through exploratory factor analysis and confirmatory factor analysis,the four influential factors of web celebrity catering brand marketing strategy have good discrimination and explanatory power;Product innovation and product scarcity directly affect consumers' willingness to share socially;Cognitive attitude mediates between product innovation,product scarcity and consumers' willingness to share socially.Emotional attitude mediates between product innovation,experiential consumption space and consumers' willingness to share socially.Finally,combined with the results of empirical analysis,this study puts forward corresponding Suggestions for the marketing strategies of web celebrity catering brands.