The Influence of Attractive Internet Celebrity, Credibility and Fitness Interference Effect on Impulsive Purchase

• Main Authors: ZHU, YU-YING, 朱育瑩
• Other Authors: CHUANG, SHENG-HSIUNG
• Format: Others
• Language: zh-TW
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/f5v265

碩士 === 南臺科技大學 === 行銷與流通管理系 === 107 === In Facebook live broadcast, it is often seen that consumers only need to leave a message "+1" to purchase favorite products without having to purchase other websites. This makes consumers intuitively +1, shortening the shopping program mode. Relatively more "impulse" to consumers. In the past, when discussing impulsive buying behavior, because of the situational and technical relationship, the impulsive purchase under the current live media can observe the rise of the live broadcast “+1”, which makes us feel closer to the consumption behavior of impulsive purchase. Therefore, the main research purposes of this study are: 1. Does the appearance attractiveness of internet celebrity affect the impulse purchase of consumers? 2. Does the credibility of internet celebrity affect the impulse purchase of consumers? 3. Does the fitness interference effect attractiveness, credibility on impulsive purchase? 4.Does the different background variables affect impulsive purchase? This study adopts the experimental design method. The research time for the period from November 22 to December 13，2018. This survey are conducted at Southern Taiwan University of Science and Technology. This investigation is from 302 distributed questionnaires and a total of 233 valid questionnaires were obtained from the survey. The analysis results show that the attractiveness and credibility of the internet celebrity have a positive impact on the impulse purchase, and show that the internet celebrity with the lowest attractiveness is easy to affect the impulse purchase. Further exploration of the discovery of likability and expertness is the main reason. The fitness has no interference between appearance attractive, credibility and impulsive purchase. Therefore, the companies should consider the appearance attractiveness and credibility when selecting internet celebrity as the endorsement. The company should first describe the target consumers and evaluate the feelings that will make them feel friendly, loving and projecting internet celebrity of endorsement.