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

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

Authors
Xinyi Zhao1, *
1Autonomous University of Madrid, 28049, Madrid, Spain
*Corresponding author. Email: zhaox9056@gmail.com
Corresponding Author
Xinyi Zhao
Available Online 27 December 2022.
DOI
10.2991/978-94-6463-098-5_87How to use a DOI?
Keywords
Celebrity effect; Live streaming; Celebrity information source; Credibility of products; Quality Perceived of products; Purchase intentions
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.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
27 December 2022
ISBN
78-94-6463-098-5
ISSN
2352-5428
DOI
10.2991/978-94-6463-098-5_87How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

TY  - CONF
AU  - Xinyi Zhao
PY  - 2022
DA  - 2022/12/27
TI  - The effect of celebrity effect on consumers’ purchase intention in live streaming
BT  - Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
PB  - Atlantis Press
SP  - 760
EP  - 769
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-098-5_87
DO  - 10.2991/978-94-6463-098-5_87
ID  - Zhao2022
ER  -