Influence of Network Celebrity Live Broadcast on Consumers' Virtual Gift Consumption from the Perspective of Information Source Characteristics

Abstract

Abstract: As an important revenue source of live broadcast platform and network celebrity, virtual gift consumption has attracted more and more attention of academia and enterprises. This study constructs a theoretical framework of the influence of online celebrity live broadcast on the virtual gift consumption of the audience. Through qualitative research and quantitative analysis of Python reptile barrage, study 1 summarizes and verifies that the audience's virtual gift consumption is mainly influenced by seven characteristics of the live network, namely, credibility, professionalism, interactivity, usefulness, entertainment, skill and attraction. In Study 2, with the help of the two-way theory of emotional cognition, structural equation model is used to verify that emotional dependence, perceived face threat and relationship specification perception play an intermediary role in the influence of the network celebrity information source characteristics of the live broadcast on the consumption of virtual gifts. This study has important theoretical significance and practical application value as it is intended to provide decision support for corporate celebrity marketing.

Key words: information source characteristics, network celebrity live broadcast, virtual gift consumption, two-way theory of emotional cognition

Meng Lu, Liu Fengjun, Duan Shen, Zhao Yijun. Influence of Network Celebrity Live Broadcast on Consumers' Virtual Gift Consumption from the Perspective of Information Source Characteristics[J]. Management Review, 2021, 33(5): 319-330.

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