Lu Zhichao, Chen Qian
University of Ji'nan, Ji'nan, Shandong, China
With the rapid development of the Internet, the traditional marketing model has been subverted to a large extent, and people's consumption patterns have been Dramatic changes. People's consumption is becoming more convenient, and more and more people start to use the Internet to get product experience evaluation and then make purchasing decisions. The rise of the Web celebrity economy has added a new impetus to online shopping, whether the emotions are positive or negative, causing high emotions. Evocative online content is more viral. In order to explore how the effect of the Internet celebrity effect on impulsive consumption behavior in a live webcasting context differs across income classes, and how emotions in the The mechanism of which, this paper uses emotion as a mediating variable in the study of the Internet celebrity effect on impulsive consumption behavior, and income as the Adjustment variables, based on which a model is developed for analysis and research.
Web celebrity economy, Impulsive consumption, Income, Impulsive consumption behavior
Lu Zhichao, Chen Qian. The Internet Celebrity Effect on Impulsive Consumption Behavior across Income Levelsn. The Frontiers of Society, Science and Technology (2020) Vol. 2 Issue 13: 39-45. https://doi.org/10.25236/FSST.2020.021305.
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