Research On The Impact Of Influencer Marketing On Audience’s Consumption Intention

Nowadays,smart-phone have entered the public life in a permeable way,Web celebrity live broadcast with goods mode is increasingly popular,many businesses with the help of this way to establish a double marketing channel of flow and realization.In the current fire web celebrity live broadcast with goods mode,is a strong fan team and eyeball economy through the form of traffic,realized the realization of cash,Its strong development momentum and explosive growth of audience have attracted wide attention in the academic world.Web celebrity has brought huge profits for e-commerce enterprises,meanwhile they triggered a series of thinking:For example,which characteristics of web celebrity have an important impact on consumer decision-making;What are the characteristics of the consumption intention of the audience under this web celebrity mode;If you convert traffic to purchasing power in web celebrity live;Web celebrity live broadcast in what way to achieve a huge impact on consumers;What are the influencing factors of web celebrity live broadcast on consumers’ purchase intention,etc.This study conducted an empirical study on the impact of influencer marketing on audience’s consumption intention by questionnaire.On the basis of summarizing the research literature on the influencing factors of audience consumption,the multiple regression model of the influencing factors of audience consumption intention of web celebrity live broadcast is built.At the same time,SPSS is used to analyze the statistical data To study which web celebrity information source characteristics become the influencing factors of the consumption intention of the audience.Considering the public image of web celebrity,this paper introduces social interaction as an intermediate variable to conduct research.this study also introduced quasi-social interaction as a mediating variable to verify the mediating effect of the strength of quasi-social interaction between audience and web celebrity.At the same time,this paper introduces the concept of consumer involvement to study whether similar variables such as the audience’s involvement affect the purchase intention in addition to the characteristics of the information source itself.The results show that the credibility,attractiveness and professionalism of web celebrity information source characteristics have different direct effects on the consumption intention of the audience.In the study of the influence of professionalism and credibility,consumer involvement plays a positive moderating role.In addition,the quasi-social relationship between web celebrity anchors and their audiences also plays a mediating role in their influence mechanism.Based on the above research conclusions,the existing problems and future development strategies and directions are identified.Meanwhile,the deficiencies of this study and the future development direction are analyzed.