The Research On The Influence Of Online Celebrity Anchor Attributes On Consumers’ Continuous Purchase Intention

Under the influence of covid-19 pneumonia,the traditional offline shopping mode has been further dispelled,which has promoted the rapid development of the live streaming marketing industry of Internet celebrities.In this context,the study of live streaming of Internet celebrities has attracted academic attention.Based on the existing literature on relevant topics,this study started from the stimulus response Model(SOR)theory.Firstly,in-depth interviews and grounded construction theory.Three main categories of online celebrity anchor attributes,live broadcast context awareness and continuous purchase intention are identified,and 7sub-categories of personal charm,interactivity,recommendation,perceived usefulness,perceived hedonism,perceived trust and behavioral intention of continuous online purchase are identified,and similar categories are classified according to their connection and logical order.According to the result of related literature and interview,combining with SOR theory and the theory of perceived value,further build the consumers continue to purchase intention as dependent variable,web celebrity charm of the host properties,interactivity,recommended as the leading antecedent,consumers’ perceived usefulness,perceived entertainment and perception model,the concept of trust as intermediary variables,and in accordance with the designed questionnaire scale.Through descriptive statistics,reliability analysis,validity analysis,correlation analysis,regression analysis and mediation test of 396 valid questionnaires collected,the findings are as follows:First,in the process of online celebrities’ live streaming,personal charisma,recommendation and interactivity of online celebrities’ hosts have a positive impact on consumers’ willingness to continue buying.The influence degree of the attributes of online celebrities’ hosts on consumers’ willingness to continue buying is interactivity > recommendation > personal charisma.Second,in the process of online celebrities’ live streaming,the personal charm,recommendation and interactivity of online celebrities’ live streaming affect their context awareness,and the context awareness of live streaming positively affects their continuous purchase intention.Third,the degree of positive influence of live broadcast context awareness on consumers’ continuous purchase intention is as follows: perceived trust > perceived hedonism > perceived usefulness;Fourth,live broadcast context awareness plays a partially mediating role in the relationship between the attributes of online celebrity anchors and their willingness to continue buying.To be specific,perceived entertainment and perceived trust have a partial mediating effect on the relationship between the characteristics of Internet celebrity anchors and their continuous purchase intention,while perceived usefulness has no mediating effect on the relationship between the characteristics of Internet celebrity anchors and their continuous purchase intention.Therefore,this study believes that enterprises should strictly control the product quality,dynamically grasp the needs of consumers,establish a strict product safety supervision network,and the online anchor should strengthen the comprehensive quality,improve their professional ability and external image,pay attention to the needs of consumers in the live broadcast,improve the interaction frequency and on-site control ability,establish a good social relationship with consumers,protect the rights and interests of consumers and improve consumers’ repurchase intention.