The Impact of the Interactivity of Internet Celebrity Anchors on Consumers' Purchase Intention.

The current study focuses on a novel and recently popular internet phenomenon - celebrity livestreaming marketing. As one of the primary advantages of livestreaming marketing by Internet celebrities, we propose that the timely interactivity of Internet celebrities plays an important role in consumers' purchase intention. Based on stimulus-organism-response theory, this paper further identifies social presence and flow experience as mediators and the consistency of Internet celebrities' image and product image as a moderator and constructs an influence model of Internet celebrities' interactivity on consumers' purchase intention. The responses of a sample of 277 participants were collected by a questionnaire survey. SPSS and Amos were used to analyse the data. The results show that consumers' social presence and flow experience mediate the positive impact of the interactivity of Internet celebrity anchors on influencing consumers' purchase intention. However, there is no significant moderating effect of the consistency of Internet celebrities' image and product image on the relationship between social presence or flow experience and purchase intention. A discussion and implications are offered.

The Influencing Mechanism of Interaction Quality of UGC on Consumers' Purchase Intention - An Empirical Analysis.

User-generated content (UGC) refers to online information created and shared by consumers that can influence other users' purchase decisions. Due to the rapid development of new technologies in business, marketers' dependency on UGC is rising. This study aims to explain how the interaction quality of UGC affects its credibility as a source and the usefulness of its information, as well as how it influences consumers' online purchase intention. In addition, we examine the moderating effect of product involvement. We collected data from 272 users of social media in China to conduct empirical research. The SPSS and Amos were used to analyze the data and test the hypotheses. The results reveal that UGC interaction quality is positively related to purchase intention, and this relationship is mediated by perceived usefulness and trust. Further, consumers' product involvement negatively moderates the effect of perceived usefulness and trust on purchase intention. Findings from this study are expected to extend the literature on UGC and give benefits to marketers and online business operators.