Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)

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Online Impulse Buying: Impact of Internet Celebrity Endorsement and Peer Pressure

Authors
Chunsheng Li1, Huimin Jiang1, Anwei Huang1, Huanyong Chen1, *, Jiangruixue Yu2
1School of Business, Macau University of Science and Technology, Macao
2Faculty of Engineering, National University of Singapore, Singapore
*Corresponding author. Email: huaychen@must.edu.mo
Corresponding Author
Huanyong Chen
Available Online 15 December 2021.
DOI
10.2991/assehr.k.211209.150How to use a DOI?
Keywords
E-commerce; consumption impulse; expectation-confirmation model; internet celebrity endorsement; peer pressure
Abstract

During the epidemic of COVID-19, online purchases have been rising and e-commerce live broadcasts have become more popular. As impulse buying happens a lot, the factors influencing impulse buying in e-commerce live broadcast rooms are of interest. Basing on the expectation confirmation model (ECM), we proposed a new model that explores the roles played by internet celebrity endorsement and peer pressure in the process. This study extends related research in consumer behavior and provides implications for marketing practices.

Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

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Volume Title
Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
Series
Advances in Economics, Business and Management Research
Publication Date
15 December 2021
ISBN
10.2991/assehr.k.211209.150
ISSN
2352-5428
DOI
10.2991/assehr.k.211209.150How to use a DOI?
Copyright
© 2021 The Authors. Published by Atlantis Press International B.V.
Open Access
This is an open access article under the CC BY-NC license.

Cite this article

risenwbib
TY  - CONF
AU  - Chunsheng Li
AU  - Huimin Jiang
AU  - Anwei Huang
AU  - Huanyong Chen
AU  - Jiangruixue Yu
PY  - 2021
DA  - 2021/12/15
TI  - Online Impulse Buying: Impact of Internet Celebrity Endorsement and Peer Pressure
BT  - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021)
PB  - Atlantis Press
SP  - 922
EP  - 925
SN  - 2352-5428
UR  - https://doi.org/10.2991/assehr.k.211209.150
DO  - 10.2991/assehr.k.211209.150
ID  - Li2021
ER  -