Research On The Influence Of "Live Streaming+E-Commerce" Marketing Mode Of Internet Celebrities On Consumers’ Purchase Intention

With the improvement of information technology,live streaming has risen rapidly and highly integrated with daily life.The e-commerce industry has seized the opportunity to introduce the means of live streaming and create a marketing strategy of "live streaming+e-commerce" with innovation.At the same time,the image of network character is becoming more and more abundant and three-dimensional under the shaping of various communication media,and its influence is expanding gradually.A group of internet celebrities who are representative with high-commercial values have been produced in this process,or simply called Wang Hong.They have gradually joined the e-commerce industry,engaged in e-commerce live streaming with goods,and created countless amazing sales data.Therefore,exploring the impact of the "live streaming+e-commerce" marketing model of internet celebrities on consumers’ willingness to purchase is a project with certain research significance.Combined with the past research of scholars,in the context of the e-commerce live streaming of internet celebrities,the paper selects the popularity,professionalism,interactivity,homogeneity of internet celebrities and the price concessions as independent variables.At the same time,consumer perception usefulness,consumer perception risk,and consumer trust are used,and the consumers’ purchase intention is taken as the dependent variables.The Technology Acceptance Model(TAM),which is commonly used in the e-commerce field,is used as the analysis model.Questionnaires which designed by the Richter Five-Level Scale are used and respondent data is collected through a specialized questionnaire distribution platform.After completing the data collection,SPSS and Amos are used for data processing,and the impact of the marketing strategy of the e-commerce live streaming of internet celebrities on the consumers’ purchase intentions is analyzed.The head internet celebrities Li Jiaqi and Luo Yonghao in the field of e-commerce live streaming are selected as the cases for analysis to explain the research by actual cases of life.Finally,to put forward reasonable suggestions for the steady and healthy development of the e-commerce live streaming industry on the basis of the comprehensive research conclusions.Through this research,the influencing factors and directions of the marketing model of internet celebrities’ e-commerce live streaming on consumers’ purchase intention are clarified to a certain extent.The research has a certain reminding effect on some aspects that the internet celebrities need to be focused on in the future,also has a certain guiding effect on the healthy and sustainable development of the industry at the same time.