INFLUENCE OF INTERNET CELEBRITY LIVE STREAMING ON CONSUMER PURCHASE DECISION: MEDIATING ROLE OF CONSUMER IMMERSION

Abstract

This article starts from an empirical perspective, focusing on the development of the internet celebrity economy and internet live streaming, as well as the current research status of consumer purchase decision. Combining the empirical research of some scholars, this article proposes research hypotheses and models, designs questionnaires and scales, and analyzes the influencing factors of live streaming on consumer purchase decision under the internet celebrity economy. Questionnaires were distributed through Questionnaire Star, and the 450 valid questionnaires collected were subjected to descriptive statistics, reliability analysis, validity analysis, correlation analysis and regression analysis using SPSS29.0. A structural equation model was constructed using AMOS 23.0, and the fit of the model was tested. The following conclusions were drawn: Firstly, in the process of internet celebrity live streaming marketing, internet celebrity live streaming content has a positive impact on consumer purchase decision; Secondly, the immersion generated by consumers during the process of watching live streaming also has a positive predictive effect on their purchase decision; The third is that consumer immersion plays a significant mediating role between internet celebrity live streaming content and purchase decision.