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The effect of celebrity effect on consumers’ purchase intention in live streaming

In: Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)

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  • Xinyi Zhao

    (Autonomous University of Madrid)

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.

Suggested Citation

  • Xinyi Zhao, 2023. "The effect of celebrity effect on consumers’ purchase intention in live streaming," Advances in Economics, Business and Management Research, in: Hrushikesh Mallick & Gaikar Vilas B. & Ong Tze San (ed.), Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022), pages 760-769, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-098-5_87
    DOI: 10.2991/978-94-6463-098-5_87
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