網紅代言是否可觸動消費者的購買慾望?網紅特質、消費者心流及網真的效應

Nowadays, thanks to the social media and high speed network, people can get watching online streaming video or online shopping more easily. Moreover, people can also share their own video to the online audiences. Some of their videos are more popular than those of professional producers. This kind of easy-to-produced direct broadcasting make those videos created anytime, which create many Internet celebrities. Due to the consumers increasingly inclined to accept an Internet celebrity as their model, thus, companies started to hire Internet celebrities as their endorsers instead of just one famous super star. In addition, Internet celebrity can use live streaming to explain, try out the product (sample), answer audiences’ questions, and provide suggestions immediately to their followers., For consumers, this way makes consumers not only buying from online but also have the opportunity to direct interact with the streamer. To some degree, it can remove the shortcomings resulting from E-commerce space, time, and unexciting experiences, consumer can chase their favorite celebrity at the same time. This present study integrated several perspectives, namely the characteristic factors of Internet celebrity, flow theory, and telepresence, to examine their effects on customer's attitude toward celebrity endorsement, in turn, on purchase intention. Structural Equation Modeling with SmartPLS was used to test the research model. A total of 250 valid questionnaires with ones who followed some Internet celebrity, were collected. The findings showed that celebrity’s expertise and trustworthiness have signification positively impact on consumer’s attitude towards Internet celebrity endorsement. In addition, playfulness and time distortion of flow theory also demonstrated their positively impact on consumer’s attitude toward Internet celebrity endorsement. Furthermore, consumers’ attitude toward celebrity endorsement also has positively direct impact on purchase intention.