The influence of the characteristics of Internet celebrities on consumers' impulsive buying behavior in the big data economy: Empirical test based on multiple linear regression model

Abstract

With the promotion of national big data policies and the development of big data technologies, traditional business models are being rewritten and entrepreneurial opportunities in big data-related fields are emerging in large numbers. web celebrity anchors have many characteristics. They can influence consumers' impulsive buying behavior through their own personality on internet, characteristics and the relationship between consumers and other characteristics. Many research results mainly focus on the web celebrity marketing mode, advantages and disadvantages, marketing strategies and the impact on consumers' purchase intention, etc., but the impact on consumers' impulsive purchase behavior is rare. The development of network technology has broken the boundaries of time and space, based on SOR theory model and big data, this paper takes consumer sentiment as a mediating variable to study the impact of personal traits of web celebrity on consumers' impulsive buying behavior. The independent variables are divided into three dimensions, including personal charm, professionalism and relationship strength. Through the literature collation and research, the maturity scale was used to compile the questionnaire. Analyzing the results of questionnaire survey, we find that personal charm and relationship strength have a positive effect on consumers' impulsive buying behavior. Consumer emotion has a positive effect on consumers' impulsive buying behavior. As an intermediary, consumers' emotions play a role between independent variables and dependent variables. This study expands the theoretical research on web celebrity characteristics and constructs a mediation model, which has certain practical significance for the study of impulsive buying behavior of consumers.