 The effect of celebrity effect on consumers’ purchase intention in live streamingXinyi Zhao ()
A chapter in Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022), 2023, pp 760-769 from Springer Abstract: Abstract This study constructs a theoretical framework for the influence of celebrity effect in live streaming on consumers’ purchase intention in a fully quantitative way. The data analysis of the questionnaire results was carried out by means of a questionnaire survey with the help of SPSS software, and the three dimensions of trustworthiness, expertise and interactivity of celebrity information sources in live streaming were used to study consumers’ purchase intentions. Using the credibility of product and quality perceived of products as intermediate variables, validating the impact of the characteristics of celebrity information sources in live streaming on credibility and quality perceived of products, and thus on consumers’ purchase intentions. Keywords: Celebrity effect; Live streaming; Celebrity information source; Credibility of products; Quality Perceived of products; Purchase intentions (search for similar items in EconPapers) There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it. Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-098-5_87 Ordering information: This item can be ordered from DOI: 10.2991/978-94-6463-098-5_87 Access Statistics for this chapter More chapters in Advances in Economics, Business and Management Research from Springer |
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