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How Chinese internet celebrity influences consumers’ attitude to purchase on E-commerce.: In the case of internet fashion celebrity Dayi Zhang
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
Uppsala University, Disciplinary Domain of Humanities and Social Sciences, Faculty of Social Sciences, Department of Business Studies.
2019 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Problem/Purpose: Internet celebrities have shown huge commercial value by operating their E-commerce in the Chinese market. This article aims to research How Chinese internet celebrity influences consumers’ attitude to purchase on E-commerce.

Method: The Primary data is collected by semi-structured interviews with consumers who followed the internet celebrity and bought products from her online stores. Meanwhile, word frequency analysis of posted context and comments on the internet is proceeded to conduct secondary data to support findings.

Findings: Our findings show that the traditional source attractiveness, expertise, and involvement of celebrity are important to impact on the consumers’ attitude and drive to purchase behavior. However, source trustworthiness is not essential, and the perceived trustworthiness is limited in specialized fields (e.g. fashion) and is hard extend to other areas (e.g. cosmetics). Furthermore, perceived authenticity will reinforce trustworthiness and intimacy, and perceived interconnectedness will result in frequent and regular buying habit.

Implementation: This research can serve to internet celebrities who are running or intend to start their E-commerce in China. Moreover, it is hoped this study of internet celebrity Ecommerce in China can serve for future comparative studies of internet celebrity globally.

Place, publisher, year, edition, pages
2019. , p. 54
Keywords [en]
Internet celebrity, Source credibility, Consumer attitude, Purchase intention
National Category
Business Administration
Identifiers
URN: urn:nbn:se:uu:diva-388103OAI: oai:DiVA.org:uu-388103DiVA, id: diva2:1331697
Subject / course
Business Studies
Educational program
Bachelor Programme in Business Studies
Supervisors
Examiners
Available from: 2019-07-05 Created: 2019-06-27 Last updated: 2019-07-05Bibliographically approved

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CiteExportLink to record
Permanent link

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Citation style
  • apa
  • ieee
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Language
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Output format
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