THE EFFECT OF INTERNET CELEBRITY CHARACTERISTICS ON UNIVERSITY STUDENTS' PURCHASE INTENTION IN THE CONTEXT OF LIVE STREAMING E-COMMERCE IN CHINA

Abstract

This study investigates the role of perceived risk as a mediator in the relationship between internet celebrity characteristics and purchasing intention in the context of e-commerce in China. The independent variables of this study are popularity, professionalism, interactivity, credibility, and attractiveness of internet celebrities in the Chinese e-commerce market. The dependent variable is purchasing intention, which is defined as the likelihood or tendency of consumers to purchase a product or service promoted by internet celebrities. The study proposes that perceived risk mediates the relationship between the independent variables and purchasing intention, whereby a higher perceived risk weakens the relationship between the independent variables and purchasing intention. The study will use structural equation modeling (SEM) to test the proposed model, and data will be collected through a survey questionnaire administered to Chinese consumers of e-commerce products. The study aims to contribute to the literature on e-commerce and internet celebrity marketing by providing insights into the mechanisms underlying the effects of internet celebrity characteristics on purchasing intention in the Chinese market. The findings may have practical implications for businesses and marketers looking to optimize their internet celebrity marketing strategies in China's e-commerce market.