Research On The Influence Of Internet Celebrity Characteristics On Consumers' Purchasing Behavior

The rapid development of social media and the Internet has given birth to a batch of Internet celebrities who have realized the conversion from traffic to income relying on their strong personal reputation and influence.Subsequently,the Internet celebrity economy has become an important business and economic model.The influence of online celebrities can be seen everywhere in live broadcasts,product recommendations,advertising and marketing,and the economic value of Internet celebrities has gradually been recognized.Internet celebrity has also become the main source for many consumers to obtain product information online,and their views and opinions have affected consumers' attitudes and purchasing behavior to a certain extent.Therefore,the Internet celebrity has gradually attracted the attention and research of scholars.Based on the relevant research of domestic and foreign scholars,combined with the characteristics and development trend of Internet celebrity,this thesis constructs a research model of the influence of Internet celebrity characteristics on consumer purchasing behavior.In terms of the characteristics of internet celebrities,there are five potential variables including speciality,fame,interaction,product involvement,and homogeneity.Mediating variables include trust,functional value and emotional value.After that,data collection was carried out in the form of online questionnaires,and SPSS26.0 was used to perform descriptive statistical analysis,reliability testing and exploratory factor analysis on the valid data of the questionnaire;finally,structural equation model analysis and hypothesis testing were performed through AMOS26.0.The research results show that the involvement characteristics of Internet celebrity products have a significant positive impact on consumer purchasing behavior.Perceived functional value has a completely mediating effect between the professionalism and homogeneity of online celebrities and consumer buying behavior;perceived emotional value has a completely mediating effect between the professionalism,interactivity,and homogeneity of online celebrities and consumer buying behavior.At the same time,trust will significantly affect consumers' perceived functional value and perceived emotional value.