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| The Impact of Network Celebrities’ Information Source Characteristics on Purchase Intention |
| LIU Fengjun，MENG Lu，CHEN Siyun，DUAN Shen |
| 1.Renmin University of China, Beijing, China; 2.Jinan University, Guangzhou, China |
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Abstract This paper constructs a theoretical framework for the impact of online red live broadcast on consumer decision-making through a combination of qualitative research and quantitative research. Through the qualitative analysis of in-depth interviews, the research uses Nvivo10 software to summarize the information source characteristics of consumers’ attention to net red, and divide them into four dimensions: credibility, professionalism, interactivity and attractiveness. In the second study, the big data Python crawling technology is used to capture the live broadcast of the net red, and the fuzzy hierarchical evaluation method is used to evaluate the characteristics of the Network celebrity information source and weight statistics, which further supports the conclusion of the research one. Study 3 uses the questionnaire to construct the SEM model to verify the influence of the Network celebrity information source characteristics on consumers’ perceptual practical shopping value, perceived hedonic shopping value and the purchase intention. The influence of the identity of the influencer image and product image on the influence of the influencer’s information source characteristics and consumers’ perception of practical shopping value has also been verified.
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Received: 08 August 2018
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