The Utility and Limitations of Internet Celebrities Marketing in China – A Comprehensive Perspective of Para-Social Interaction Theory and Expectation Confirmation Theory

Chun-Chi Chen
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引用次数: 1

Abstract

According to estimate, which the revenue of "live broadcast + e-commerce" commercial model will exceed 700 billion RMB in 2022 in China [Soochow Securities, 2021]. About 63% of the companies of world stated that they are expected to increase the budget for the Internet celebrity marketing in 2022 [Influencer Marketing Hub, 2021]. The para-social Interaction situation constructed by audiences and Internet celebrities through the live broadcast platform not only obtains a good interaction experience and consumption process experience, but also satisfies the individual's inner perceptual needs, and then overflows as the effect of word-of-mouth. However, many Internet celebrities have often occur negative phenomena in the live broadcast process. It makes consumers gradually realize the importance of rational decision-making in the context of perceptual interaction. Therefore, this study combines the perceptual level of para-social interaction theory and the rational level of expectation confirmation theory. Through literature review, it explores the purchase intention of live broadcast audiences, from blindly following the influence of Internet celebrities to simultaneously considering whether they meet their own expectations of confirmation of rational thinking process, and try to construct a theoretical model with effective explanation and generalization. A total of 550 valid samples were obtained by questionnaire research method. AMOS ver. 18 is used as an analysis tool for testing measurements and structural models. The test results are as follows: (a) Most of the causal hypotheses constructed through the para-social interaction theory are supported; (b) Professionalism does not have a positive and significant impact on the para-social interaction with Internet celebrities; (c) Most of the causal hypotheses constructed through the expectation confirmation theory are supported; (d) Perceived usefulness does not have a positive and significant impact on purchase intention. Finally, this study points out the corresponding theoretical and managerial implications based on the data analysis results.
中国网红营销的效用与局限性——基于准社会互动理论和期望确认理论的综合视角
据估计,到2022年,中国“直播+电商”商业模式的收入将超过7000亿元人民币[东吴证券,2021]。全球约63%的公司表示,他们预计将在2022年增加网红营销的预算[Influencer marketing Hub, 2021]。观众与网红通过直播平台构建的超社会互动情境,既获得了良好的互动体验和消费过程体验,又满足了个体内在的感性需求,进而作为口碑效应溢出。然而,不少网红在直播过程中也经常出现负面现象。它使消费者逐渐意识到理性决策在感性互动情境下的重要性。因此,本研究结合了准社会互动理论的感性层次和期望确认理论的理性层次。通过文献综述,探究直播观众从盲目追随网红的影响,到同时考虑是否满足自己对理性思维过程的确认预期的购买意愿,并试图构建一个具有有效解释和概括能力的理论模型。采用问卷调查法,共获得有效样本550份。阿莫斯版本。18被用作测试测量和结构模型的分析工具。检验结果表明:(a)通过超社会互动理论构建的因果假设大部分得到了支持;(b)专业精神对与网络名人的超社会互动没有积极和显著的影响;(c)通过期望确认理论构建的大多数因果假设得到支持;(d)感知有用性对购买意愿没有积极和显著的影响。最后,根据数据分析结果,指出了相应的理论和管理意义。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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