Research on the Influence of Celebrity Live Streaming on Chinese Consumers’ Purchase Intention

Abstract

The research topic of this paper is the impact of celebrity live broadcast on Chinese consumers' purchase intention. In this paper, 300 questionnaires were randomly distributed by the method of investigation and research. The research shows that celebrity live broadcast is neutral to Chinese consumers' purchase desire, which is basically consistent with the hypothesis. Most people know that the behavior of live consumption is through the recommendation of relatives and friends, not advertising or celebrities; the decisive factor of live broadcast consumption is that the price is lower than other platforms, not the celebrity effect; the public consumption brought by celebrity live broadcasting is not very high overall. This paper reveals the challenges and concerns faced by the streaming media live broadcasting market from the relationship between emerging live broadcasting platforms, celebrity culture and consumer behavior, which has made a specific contribution to the exploration of consumer communication and entertainment media environment and will provide some enlightenment for the development of the industry.