The impact of online celebrity in livestreaming E-commerce on purchase intention from the perspective of emotional contagion

A Study on the Influencing Factors of Consumers' Purchase Intention During Livestreaming e-Commerce: The Mediating Effect of Emotion

“…Ladhari et al ( 2020 ) pointed out the relation among YouTube vloggers' popularity, homophily, and emotional attachment, which is the first to introduce emotional marketing into the research of online opinion leaders on consumers' purchasing intention. Meng et al ( 2021 ) identified that online celebrity could induce the emotion of consumers during the live broadcast, such as pleasure emotion, arousal emotion, emotional trust, and admiration emotion, which studied the specific type of emotion induced, but did not study the relationship between the characteristics of Internet celebrities and emotions. Hence, this study is the first to take the characteristics of online opinion leaders as independent variables and emotional trust and perceived emotional value as intermediary variables to study how online opinion leaders influence consumers' purchase intention through the effect of emotion in livestreaming e-commerce and shows that online opinion leaders' popularity and homogeneity could affect consumers' purchase intention directly and online celebrity's homogeneity could influence consumers' purchase intention indirectly through the partial mediating role of emotional trust and perceived emotional value but popularity could not.…”

“…With the continuous development of the digital economy, plus traditional marketing activities could not excite consumers, emotional marketing becomes a key explanatory construct in the field of consumer behavior (Honea and Dahl, 2005 ). Previous studies have shown that emotional reaction could be triggered by the physical purchase environment (Yoo et al, 1998 ), the virtual shopping environment (Meng et al, 2021 ), product displayed (Oliver, 1994 ), price promotion (Aydinli et al, 2014 ), and emotional attachment to online celebrities (Ladhari et al, 2020 ). These emotional responses have been shown to influence attitudes, evaluations, and behaviors (Honea and Dahl, 2005 ).…”

“…Furthermore, among consumers who do not interact directly, the emotions of other consumers will influence the emotions and purchase intentions of consumers (Chuah and Yu, 2021 ). As more conversations and tasks take place in virtual environments, such as e-commerce platforms, emotional contagion can occur without a physical location (in many cases, only through text-based interactions) (Meng et al, 2021 ). Emotions, according to the existing research, can spread virtually between individuals or groups, as well as more broadly via social networking platforms (Peck et al, 2013 ; Kramer et al, 2014 ; Del Vicario et al, 2016 ; Chuah and Yu, 2021 ; Soderlund et al, 2021 ).…”

The Impact of Broadcasters on Consumer’s Intention to Follow Livestream Brand Community

“…Consumers who are willing to acquire more experiential and affective value will then become the brand followers. Furthermore, celebrities generally have a high social status that consumers can join the brand community and become brand fans to keep in line with their favorite celebrities so as to realize their demand for self-enhancement (Raghunathan and Corfman, 2006;Meng et al, 2021). Although branded broadcasters will also introduce the experiential aspect of hedonic products, they have certain limitations compared with celebrities.…”

How Do Comeback Korean Pop Performers Acquire Audience Empathetic Attachment and Sustained Loyalty? Parasocial Interactions Through Live Stream Shows

“…Moreover, entertainment agencies manage KPop performers’ diets, public image and personalities ( Pratamasari, 2017 ). According to Meng et al (2021) , live stream performers can stimulate audience pleasure (i.e., the degree to which audiences feel good, happy, satisfied and pleased with a live stream show) and arousal (i.e., the degree to which audiences feel excited, stimulated, awakened, and active in a live stream show) ( Russell, 1980 ). Lee et al (2021) further found that audience attachment to BTS, a successful KPop group, is linked to the stories and songs performed; and their loyalty is linked to performers’ features such as “beautiful,” “talented,” and “outstanding visual beauty.”…”