The Effect of Building Perceived Value on Increasing Customer Purchase Intention in the Internet Celebrity Economy

Abstract

Based on the statistics report of Double 11 shopping festival, the sales volume of live-streaming E-commerce which consist of Internet celebrity economy as a main part has reached 181.4 billion yuan with a year-on-year growth of more than one hundred percent. The purpose of the research is to figure out some important aspects towards building perceived value and how perceived value takes effect to increase customer purchase intention in the Internet celebrity economy, especially for Chinese Internet celebrity economy. Social media influencers in platforms like TikTok have made great contribution to the growth of E-commerce. Internet celebrity economy has advantages such as cheaper price or multiple purchase channels. Besides, perceived value also plays a significant role in the booming development of Internet celebrity economy. The research would introduce the main marketing methods of Internet celebrity economy and illustrate some important aspects for Internet celebrities in attracting fans' attention and building perceived value. Subsequently, the research would compare different aspects to find out more effective factors on building perceived value and increase customer purchase intention. Finally, the research gives some suggestions about how to improve the self-influence based on the review of the research on foreign social media influencers. The conclusion of this study is that strengthening the emotional connection between Internet celebrities and customers is the key to improve customers' purchase intention.