Research On The Influence Of The Characteristics Of Internet Celebrity On Consumers’ Irrational Consumption Behavior In Webcast

With the development of new media,consumers are paying more attention to personalized and experiential consumption,and there has been a significant shift in shopping methods,from offline shopping to online shopping and then to live shopping.The real-time and immersive experience of live shopping creates a more realistic shopping scene for consumers,who not only gain visual enjoyment but also engage in social activities while watching the live broadcast,and also meet their own needs for products and information.Live shopping has become a popular shopping method among consumers.Therefore,a large number of internet celebrities have quietly emerged and joined the team of live selling.Live streaming of internet celebrity has become the trend of the Internet economy.Through contact with internet celebrity,consumers are very likely to impulse shopping.When consumers watch live streaming of internet celebrity,the stimulation of internet celebrity will generate a strong purchasing desire,so irrational consumption behavior is endless.This article reviews and summarizes the existing literature on internet celebrity live streaming,internet celebrity characteristics,parasocial relationship,and irrational consumption behavior.It is found that there is currently little research to establish a link between internet celebrity characteristics and irrational consumption behavior,and there is relatively little research on the mechanism of how internet celebrity affects consumer consumption behavior,And so far,no researcher has studied and explained the mechanism of the impact of internet celebrity on irrational consumption behavior from the perspective of parasocial relationship,while the theory of parasocial relationship can well explain the connection and impact between internet celebrity and consumers.Therefore,based on the theory of parasocial relationship,this article explores the impact of internet celebrity characteristics on consumers’ irrational consumption behavior and its mechanism.Firstly,this paper makes a preliminary exploratory study of the research problem.The exploratory research adopts semi-structured interviews for 25 consumers of different occupations and ages,extracts the core content according to the detailed descriptions of the interviewees,and summarizes the characteristics of internet celebrities as professionalism,interactivity,attraction and similarity.The exploratory research in this article has preliminarily learned that the characteristics of internet celebrity itself are important factors that stimulate consumers to consume in internet celebrity broadcast rooms;The psychological changes caused by internet celebrity can affect consumers’ purchasing desire,thereby promoting irrational consumer behavior.Among them,consumers’ psychological changes include their trust and identity towards internet celebrity,which also lays the foundation for further research.Secondly,on the basis of reviewing the literature on the impact of internet celebrity characteristics on consumers’ irrational consumption behavior,this article establishes research hypotheses and theoretical models based on the theory of parasocial relationship,proposes the intermediary role of trust and identity between internet celebrity characteristics and irrational consumption behavior,and introduces consumer involvement as a moderator variable for the impact between internet celebrity characteristics and irrational consumption behavior.After the variables were determined,the maturity scale was applied to the situation of online celebrity live broadcasting,and 331 valid questionnaires were collected by means of questionnaire survey.This study used SPSS and AMOS to process the data,and then conducted descriptive statistical analysis,reliability and validity analysis on each variable;Then,the model was subjected to hierarchical regression analysis,intermediary effect analysis,and regulatory effect testing to further verify the assumptions proposed in this study.Finally,the study found that the stronger the professionalism of online celebrities,the more active interactions with consumers,and the more attractive and similar they are to consumers,the more likely they are to prompt consumers to produce irrational consumption behavior;The more obvious the professionalism,interactivity,attractiveness,and similarity that online celebrities shows,the more beneficial it is to enhance consumers’ trust and identity.The more consumers trust and identify with online celebrities,the more likely it is to generate irrational consumption behavior in the broadcast room.Among them,trust represents the way of consumers’ irrational behavior from a rational perspective,while identity represents the way of consumers’ irrational behavior from a perceptual perspective;The higher the degree of consumer involvement,the smaller the impact of the professionalism,interactivity,and similarity of online celebrity on consumers’ irrational consumption behavior,while the moderating effect of intervention on attraction and irrational consumption behavior is not significant.