| Live-streaming e-commerce attracts many stars to join because of its lucrative rewards and influence.Because stars have high popularity and fan appeal,they often charge high pit fees.Although merchants expect to get more profits through celebrity live-streaming ecommerce after investing time and money,the live-streaming effect of some celebrities is unsatisfactory.However,after investing time and money,some stars have better performance,and some stars have less than satisfactory performance.In the long run,this phenomenon will not only cause dissatisfaction of the business,but also cause consumers’ mistrust in livestreaming e-commerce,thereby reducing consumers’ purchase intention.Some studies have shown that the celebrity streamer persona will affect the consumer’s purchase intention.However,there is less research on celebrity live-streaming e-commerce.Therefore,it is urgent to study the influence of celebrity live-streaming e-commerce on consumers’ purchase intention,and it is of significant practical and theoretical significance to study the influence of celebrity streamer persona on consumers’ purchase intention.This paper explores the study of the influence of celebrity streamer persona on consumers’ purchase intention,and carries out three aspects of work in this way.First,the connotation of celebrity streamer persona is clarified,and the types of celebrity streamer persona and the dimensions included are summarized.Second,based on theoretical analysis,this paper explores the influence of different types of celebrity streamer persona on consumers’ purchase intention and the moderating role of product type in between.Third,based on the theoretical analysis,we further explore the mediation mechanism of celebrity streamer persona on consumers’ purchase intention.According to the research content,this paper adopts a combination of qualitative and quantitative research methods.First,a semi-structured in-depth interview method was used to collect the original interview data by conducting personal indepth interviews with fans who watched the celebrity live-streaming e-commerce.And the original interview data information was analyzed,and the classical rooted theory research paradigm was used to code and analyze the interview data information as well as the memes,to clarify the connotation of celebrity streamer persona and summarize the types of celebrity streamer persona.Second,through theoretical analysis,this paper proposes the research hypothesis of the influence of celebrity streamer persona on consumers’ purchase intention and the moderating role of product type between the two,and verifies it with empirical evidence.Finally,this paper constructs a mediation mechanism based on the theoretical analysis and tests the mediation effect of emotional attachment using an experimental method.The research results show that(1)celebrity streamer persona can be categorized into two types: personality-type persona and professional-type persona.The personalized persona includes two attributes of personality quality and external charm,and the professional persona includes two attributes of business ability and work charm.(2)The celebrity streamer persona influences consumers’ purchase intention,and the type of celebrity streamer persona has an impact on consumers’ willingness to purchase.That is,compared with the professional persona,the personalized persona has a more significant impact on consumers’ purchase intention.(3)The type of product plays a moderating role.In the process of the influence of celebrity streamer persona on consumers’ purchase intention,the product type plays a moderating role,that is,when celebrity anchors with personalized persona bring hedonic product,the performance of live streaming is better;while when celebrity streamer with professional persona bring utilitarian product,the performance of live streaming is better.(4)The celebrity streamer persona influences consumers’ purchase intention through emotional attachment,that is,emotional attachment plays a mediating role. |
