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

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A study on the mechanism of the effect of web celebrity live streaming on consumers' purchase intention

Moderated mediating effects model with differences in consumer types

Authors
Yuhan Liu1, *
1School of Mathematics and Statistics, Central China Normal University, Wuhan, Hubei, China
*Corresponding author. Email: 2019212029hh@mails.ccnu.edu.cn
Corresponding Author
Yuhan Liu
Available Online 27 December 2022.
DOI
10.2991/978-94-6463-098-5_157How to use a DOI?
Keywords
web celebrity purchase intention consumer type
Abstract

This research analyzes the mechanism for the effect of web celebrity live streaming on consumers' purchase intention. It shows that professionalism, attractiveness and interactivity of web celebrities have a significant positive effect on consumers' purchase intention through perceived value. Consumer type reinforces the mediating effect of perceived value in live web celebrity and consumer purchase intention. The research helps enterprises to accurately screen Internet celebrities according to their own product audience types, and provides enterprises with more accurate e-commerce sales strategies.

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
10.2991/978-94-6463-098-5_157
ISSN
2352-5428
DOI
10.2991/978-94-6463-098-5_157How 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

risenwbib
TY  - CONF
AU  - Yuhan Liu
PY  - 2022
DA  - 2022/12/27
TI  - A study on the mechanism of the effect of web celebrity live streaming on consumers' purchase intention
BT  - Proceedings of the 2022 4th International Conference on Economic Management and Cultural Industry (ICEMCI 2022)
PB  - Atlantis Press
SP  - 1385
EP  - 1390
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-098-5_157
DO  - 10.2991/978-94-6463-098-5_157
ID  - Liu2022
ER  -