An Empirical Study on the Influence Mechanism of Internet Celebrity Problem on Consumers’ Live Streaming Shopping Purchase Decision in Sichuan, China

Abstract

With the development of the new Internet era, different changes occurred in consumer behavior and the competitive environment. The Internet economy, new media, and new technologies had been popularized, and shopping methods and e-commerce had been constantly updated. Marketing methods could have significantly been challenged. In the growing Internet celebrity economy, there were also some negatively problematic Internet celebrities participating in it.