The Utility and Limitations of Internet Celebrities Marketing in China – A Comprehensive Perspective of Para-Social Interaction Theory and Expectation Confirmation Theory
{"title":"The Utility and Limitations of Internet Celebrities Marketing in China – A Comprehensive Perspective of Para-Social Interaction Theory and Expectation Confirmation Theory","authors":"Chun-Chi Chen","doi":"10.1145/3543106.3543110","DOIUrl":null,"url":null,"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.","PeriodicalId":150494,"journal":{"name":"Proceedings of the 2022 International Conference on E-business and Mobile Commerce","volume":"44 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2022-05-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Proceedings of the 2022 International Conference on E-business and Mobile Commerce","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1145/3543106.3543110","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
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.