Research on the Influence of Web Celebrity Anchors on Consumers' Willingness to Buy
DOI:
https://doi.org/10.54097/ijeh.v1i1.201Keywords:
Web celebrity anchor, Broadcast room, Willingness to buy.Abstract
With the development of the Internet, how to use network broadcasting to effectively promote to enhance consumers' willingness to buy has become a major challenge for enterprises.This paper takes the relevant characteristics of web celebrity anchor as the research object, uses econometric theory, uses literature analysis method and empirical research method, puts forward the corresponding research assumptions, and constructs a logical model of the impact of web celebrity live broadcast on consumers' willingness to buy.This paper is mainly based on the live Taobao data in the gray dolphin data, with empirical analysis through factor analysis and regression analysis method. The results found that the number of thumb up, rising fans and the number of viewers showed a positive impact on sales. In view of this conclusion, corresponding measures are put forward to improve the purchase willingness of consumers in the broadcast studio and promote the rapid maturity of Taobao live broadcast marketing.
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