Study on the Impact of Internet Celebrity Live Streaming on Consumer Purchasing Behavior
By studying the impact of two major elements(internet celebrity characteristics and live streaming content)on consumer purchasing behavior in the shopping scene of internet celebrity live streaming,the following conclusions are drawn:internet celebrity popularity,personal charm of internet celebrities,and live streaming atmosphere have a significant positive impact on impulse consumption behavior,while internet celebrity professionalism is significantly negatively correlated with impulse consumption and significantly positively correlated with purposeful consumption;in addition,the degree of product discounts has a significant positive impact on both purposeful and impulsive consumption.
Internet celebrity live streamingconsumerspurchasing behavior
万方数据
维普
