Analysis of The Impact of The Group Buying Talent Mode on Consumer’s Purchase Intention

Yibo Duan; Yihui Duan; Fangyu Lu

doi:10.54691/bcpbm.v31i.2543

Authors

Yibo Duan
Yihui Duan
Fangyu Lu

DOI:

https://doi.org/10.54691/bcpbm.v31i.2543

Keywords:

Purchase intention; Celebrity endorsement theory; Group buying.

Abstract

Group buying talent is a new mode of Internet group buying business in recent years. It usually occurs on media platforms such as short videos and uses celebrity influence to sell a large number of goods. This study aimed to explore the influential factors on consumers' purchase intention. This paper applied and further developed the celebrity endorsement theory, increases the situation of Internet sales on the basis of the study of various factors of this theory, and enriches its impact on consumers. Finally, SWOT was used for case analysis and combined with theory to provide suggestions. Through the research, the following results can be obtained. The group buying talent model that takes advantage of the celebrity could increase the wishes of consumers. However, this model did not test the professionalism of endorsement, so it may reduce consumer recognition. Therefore, consumers will indeed be attracted by such a model, but there may also be resistance. In this context, the specific impact of the group buying talent model will be discussed later.

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