An Empirical Study on the Impact of Internet Celebrity Economy on Consumer Purchase Intention Based on SOR Theory
RAN Limin
Abstract：Based on the current situation of online live broadcast platform and SOR stimulus response theory,this paper constructs a theoretical model to explore the impact of Internet celebrity economy on consumers'purchasing intention under the We-Media environment.The results show that there is a significant negative correlation between the popularity of internet celebrities and consumers'social experience,and consumers'social experience has a positive significant impact on consumers'immersive experience.Live broadcast e-commerce enterprises and government supervision departments should take some marketing strategies to boost consumer's online shopping desire.
Keywords：Internet celebrity economylive broadcast saleconsuming desiremodel construction
Publication Date：2024-05-20
Online Publishing Date：2025-08-15(First online date of this platform, not the publication date of the document)
Pages：8( 70-77 )