The Impact of the Internet Celebrities’ Characteristics on Consumers’ Purchase Intention in Live-Streaming E-commerce of Cosmetics

Abstract

Nowadays, the increasing trend of cosmetic live-streaming has received widespread attention. Specifically, this phenomenon can be further explored and improved. This essay analysed the effects of different internet celebrities’ characteristics on consumers’ purchase intention. The results illustrate that both popularity and interactivity have significant positive effects on purchase intention. However, professionalism has no significant impact on purchase intention. Moreover, perceived emotional value serves as a positive mediator between the internet celebrity’s popularity and consumers’ purchase intention, and the same effect between interactivity and purchase intention. Furthermore, perceived usefulness serves as a positive mediator between the internet celebrity’s professionalism and consumers’ purchase intention. Therefore, by improving the popularity, interactivity, and professionalism of the internet celebrity, the purchase intention of consumers can be effectively increased by the rising perceived emotional value and perceived usefulness from consumers. By working in this way, more enterprises and firms can reach their business targets and better fulfil customers’ needs, which is beneficial for both of them.