The effect mechanism of the celebrity persona on consumers' purchase intention: based on the analysis of the grounded theory
ISSN: 0368-492X
Article publication date: 28 March 2023
Issue publication date: 13 June 2024
Abstract
Purpose
The purpose of this study is to use the grounded theory to summarize the types of celebrity persona and to construct a theoretical model for celebrity persona on consumer purchase intention. Based on the study results, it provides better suggestions for merchants and live streamers and is an expansion of previous research on live-streaming e-commerce.
Design/methodology/approach
The grounded theory is recognized as the most scientific qualitative research method and is the ideal explorative method for generating theory. First, the participants were interviewed, and interview data were collected. Then the interview data were organized and analyzed. Finally, this paper summarizes the types of celebrity persona and constructes a theoretical model framework of celebrity persona on consumers' purchase intention.
Findings
The results show that the celebrity live streamer persona can be divided into two types: personalized persona and professional persona. Through emotional attachment, the celebrity's persona affects the consumer's purchase intentions. As well as, product type plays a moderating role between celebrity persona and consumer purchase intentions.
Originality/value
The contribution of this research is to start from the celebrity persona, link the celebrity persona with the consumer purchase intentions and expand the research scope of the celebrity persona. It opens the “black box” of the heterogeneity of celebrity live streamers' characteristics on consumer purchase intentions.
Keywords
Acknowledgements
The authors would like to thank editors and anonymous reviewers for their helpful comments and suggestions. The research reported in this paper was partially supported by the National Social Science Foundation of China (21BGL239, 18BGL268); the Henan Province University Philosophy and Social Science Innovation Team Funding Project (2019-CXTD-04); the Henan University of Technology High-level Talents Scientific Research Fund (2022BS043).
Citation
Lei, B., Shi, S. and Liu, W. (2024), "The effect mechanism of the celebrity persona on consumers' purchase intention: based on the analysis of the grounded theory", Kybernetes, Vol. 53 No. 7, pp. 2322-2341. https://doi.org/10.1108/K-09-2022-1300
Publisher
:Emerald Publishing Limited
Copyright © 2023, Emerald Publishing Limited