A Study On The Influence Of Video Bloggers' Identity Characteristics On Consumers' Purchase Intentio

With the development of the Internet,there has been quite a large scale of users in China.Moreover,thanks to the popularization of portable devices with access for the Internet,like smart phones and tablets,and thanks to the expansion of mobile network coverage,now almost everyone’ s daily life as well as work is connected with the Net,in which the short videos are popular for their short length,compact editing and eye-catching content.Among several kinds of short videos,Vlogs have won a lot of fans and are potential for marketing,which are the new tide of the consumer behavior research.Vlogs of product testing are directly connected with products,and more likely to turn viewers into product consumers because more or less,they watch the Vlogs for the products themselves.However,comparing to media introducing products,such as e-commerce live broadcast,or mass-media advertisement,Vlogs of product testing is more personal,and cares more about relationship with viewers.Above all,this paper is meant to take a research on how the Vlogger’s identity features affect the viewers’ willing to pay for the products in their Vlogs of product testing.Firstly,relevant literature,research papers and other kinds of information documentation were collected and collated on the identity features,parasocial interaction,interpersonal attraction,etc.Then previous research about Vlogs,division of Vloggers’ identity features,how parasocial interaction affects consumers’ willing to pay and the connection between attachment and parasocial interaction were stated.Based on these,the hypotheses and theoretical model of this research were put forward.With the help of scales that had already been tested in the previous works,a research questionnaire were formed.Then came its distribution and data was collected and analyzed with IBM spss 24.0 and IBM amos 24.0.Through the analysis of the questionnaire data like reliability and validity analysis and structural equation model test,hypotheses and theoretical model were tested and conclusions were drawn,then this paper gave some suggestions in the basis of the testing results,as well as some summing up on this paper’s limitation and future research.The results have shown that the physical attraction negatively affects consumers’ willing to pay,however the influence of the social attraction and the perceived reliance on the willing to pay is positive.On the other hand,the three Vlogger’s identity features significantly affect the parasocial interaction positively.The parasocial interaction plays a role to mediate between the physical attraction,perceived reliance,social attraction and consumers’ willing to pay,specifically,in the former two,the mediation is partly while in the last one,there is a full mediation.Attachment anxiety moderates in the three features’ influence on the parasocial interaction.There are some advice based on results above,such as the the short video marketing,especially the Vlog of product testing,deserve to be paid attention to along with the Vloggers’ physical appearance,social features,reliance and interaction frequency.Also Vloggers should improve their appearance and affinity and stick to a certain theme or field to get more knowledge of products.Lastly,the short video platform could portrait their users and precisely push through crowd classification.