The Influence of Online Celebrity Live Streaming on Consumers’ Purchasing Decisions

The “Internet celebrity + live broadcast + e-commerce” concept has started to gain popularity with the constant updating of the Internet and smartphone technology. It is a fresh business strategy that is increasingly affecting all spheres of life. As a general trend of the market, it has a significant impact on consumer behaviors. However, there is still a lack of research in the field of e-commerce live broadcast. This article begins with the definition and purposes of the “Internet celebrity + live broadcast + e-commerce” model and further discusses its influence on consumers. It argues that this e-commerce model promotes impulsive and herd consumption due to its interpersonal characteristic. Furthermore, Internet celebrities’ professional knowledge, personal charisma, and lifestyle in which the sign values of the products are embedded, also play important roles. Therefore, it is of practical significance to study the influence of this model on consumers' shopping intention.