The Intermediary Effect of Attachment Behavior in Live Streaming Marketing

Abstract

E-commerce enterprises regard the influence of Internet celebrity as a new driving force to stimulate business growth, and e-commerce Internet celebrity are the core basis to attract consumers to achieve corporate profits. The key point of this study is to reveal the influence mechanism of e-commerce Internet celebrity on consumer attachment behavior, and then find out the path to change and influence consumer attachment behavior. This paper hopes to clarify whether fans' attachment behavior plays an intermediary role in consumers' purchase intention through multiple aspects and construct a complete marketing theoretical model for the sales model of live broadcast with goods. The conclusion of this study is that the attachment behavior plays an intermediary role in live streaming marketing. (1) Fan attachment has a mediating effect on the influence of personal characteristics on Internet celebrity attachment and purchase intention. (2) Fan attachment has a mediating effect on the influence of information characteristics on Internet celebrity attachment, brand attachment and purchase intention. (3) Internet celebrity attachment has a mediating effect on the influence of personal characteristics on brand attachment and purchase intention. (4) Internet celebrity attachment has a mediating effect on the influence of information characteristics on brand attachment and purchase intention. (5) Brand attachment has a mediating effect on the influence of Internet celebrity attachment on purchase intention.