| Title: | The Positive Influence of an Internet Celebrity on Consumers in Live Sales |
| Author: | Wang HaoPeng |
| Advisor: | Dr. Zhang Li |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | Graduate School |
| Academic year: | 2566 (2023) |
| Url:
Published: |
Proceedings The 15th National and International Academic Conference “Creating Shared-Value and Innovation for Sustainability” 18-20 January 2023, pp.456-463 |
Abstract
The purpose of this study is to explore the impact of Internet celebrities on consumer behavior in online sales. The three objectives of this study are: 1) To analysis the higher the credibility of Internet celebrities, the stronger the audience’s willingness to consume; 2) To analysis the higher the professionalism of Internet celebrities, the stronger the audience’s willingness to consume; 3) To analysis the higher the attraction of Internet celebrities, the stronger the audience’s willingness to consume.
Based on the theory of information source characteristics, this paper designed, used and delivered a questionnaire to explore the characteristics of Internet celebrities, with an impact on consumer behavior, and provide effective suggestions for promoting China’s internet celebrity economy. This paper constructed a multiple regression model of the influencing factors of the consumers desire of the live broadcast of Internet celebrities with goods. At the same time, SPSS was used to analyze the statistical data and study which information source characteristics of Internet celebrities that become the influential factors of consumer desire. After the study, the result founds that: firstly, the credibility of Internet celebrity and the consumer’s willingness to show a significant positive effect. Secondly, Internet celebrity professionalism and consumer willingness of the audience show a significant positive effect. Thirdly, the attraction of Internet celebrity and the consumers’ willingness to consume have a significant positive effect. This study hope can provide more experience and reference for other researchers and can optimize the online celebrity live streaming mode, promote the elimination of bad effects and retention of essence, and enable the healthy and stable development of the “online celebrity + live streaming + e-commerce” industry.
Keywords: internet celebrity, information source, professionalism
The Positive Influence of an Internet Celebrity on Consumers in Live Sales
Master of Business Administration (International Program), Siam University, Bangkok, Thailand