吸引力
广告
可信赖性
互联网
心理学
业务
产品(数学)
背景(考古学)
用户生成的内容
直播流媒体
来源可信度
社会心理学
计算机科学
社会化媒体
多媒体
万维网
政治学
可靠性
地理
数学
法学
考古
精神分析
几何学
标识
DOI:10.1016/j.jretconser.2019.101934
摘要
Streaming media platform opens new ways for celebrity endorsement. Based on the researches related to celebrity endorsement and match-up hypothesis, this study explores the influences of various matches on the consumer attitudes within the context of live streaming shopping with internet celebrities in China. Results suggest that product-source fit affects the perceived source attractiveness and trustworthiness, while product-content fit affects utilitarian and hedonic attitude toward the content. Source trustworthiness, hedonic attitude and self-product fit increased the intention to buy. This study develops and tests an integrative model of internet celebrity endorsement by investigating congruence effects on live streaming viewers.
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