The Influence of internet celebrities' live streaming on consumer purchasing behavior in China

Abstract

Since 2016, webcasting has surged in popularity, notably during the early 2020 COVID-19 pandemic. Online celebrity live broadcasts saw unprecedented participation and follower growth. E-commerce trends indicate overcoming time and location constraints, with rising product sales. This study explores these dynamics through mediation effects, identifies key influence of Internet celebrity broadcasts, and introduces novel research methods. It employs the SOR theoretical model to frame its research and utilizes Structural Equation Modeling (SEM) to analyze relationships between multiple variables simultaneously. The purpose of this study is to study whether internet celebrity live streaming can stimulate consumers' willingness to buy, and how it affects consumers' attitudes and opinions on products. This paper will use primary data for research. These data are collected through questionnaires.1,Selection of samples.2,Descriptive statistics. Using SPSS and AMOS analysis tools to analyze the reliability and validity of the questionnaire. 3,Structural equation model analysis, mediation and adjustment effect analysis, and model testing at the same time.4,Research Hypothesis Testing.