With the rise of online celebrity's economy and the improvement of webcast technology, China's new Internet economy is also showing a diversified development trend. Affected by the 2020 epidemic, the purchasing power of domestic consumers in China also pushed the live delivery of goods in online celebrity to its peak, making it a hot spot of consumption today. This paper will start with the livestream marketing in online celebrity, based on the ABC attitude theory as the theoretical framework, explore which factors have an impact on consumers' purchase intention and further explore the influence effects of different influencing factors. The conclusion provides data support and decision-making for further market segmentation and differentiated marketing.
Meng, Xianfeng and Zhao, Yunxia, "The Influence of E-commerce Live Broadcasting on Consumers' Purchase Intention in Online Celebrity Economy" (2022). WHICEB 2022 Proceedings. 35.