Research on the Influence and Mechanism of Web Celebrity Live Broadcast on Consumers' Purchasing Intention

In the booming integration of internet celebrities' livestreaming with e-commerce, livestreaming by internet celebrities has shown explosive growth. Against this backdrop, this study examines the factors influencing consumers' purchase intention in internet celebrities' livestreaming, and explores the underlying mechanisms. The study finds that attractiveness has a significant positive impact on consumers' purchase intention, with interactivity playing an intermediary role. Expertise has a significant positive impact on consumers' purchase intention, with perceived quality acting as an intermediary. Ethical reputation has a significant positive impact on consumers' purchase intention, with perceived social value acting as an intermediary.