The Influence of Traditional Celebrity's Behaviors on Consumers in Webcasting

Abstract

Network rapid development, the rise of the network to live to lay the good foundation, traditional celebrity, which is also called as star, in a live webcast plays an important role, with the goods against the above background, the research will explore the star live with cargo behavior for the influence factors of consumer purchase intention, calculated the Suggestions to the construction of a brand of brand thinking and rational thinking to consumer consumption. The topic of the study is the star live broadcast with goods. Based on the theory of the celebrity effect, the study is carried out through swot analysis. The research results show that under the 5G network, the huge fan group, the detailed explanation of anchors, and the rendering ability of traditional stars have a positive impact on consumers' purchase intention. The research conclusion shows that under the celebrity effect, consumers will have impulse consumption, and consumers may have a gap. It is suggested that brands should constantly improve themselves, meet the needs of consumers and improve the quality of the brand itself.