Research on the Analysis and Impact of Internet Celebrity Economy on Consumers’ Irrational Buying Behavior in the Big Data Environment
In the context of big data, the internet celebrity economic marketing model has gradually become one of the mainstream online marketing models. Internet celebrities use their special influence and characteristics of the times to bring revolutionary changes to product promotion. This phenomenon carri...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Sciendo
2023-12-01
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| Series: | ECONOMICS |
| Subjects: | |
| Online Access: | https://doi.org/10.2478/eoik-2023-0064 |
| _version_ | 1797368837262278656 |
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| author | Ke Binbin Wel Che Aniza Che |
| author_facet | Ke Binbin Wel Che Aniza Che |
| author_sort | Ke Binbin |
| collection | DOAJ |
| description | In the context of big data, the internet celebrity economic marketing model has gradually become one of the mainstream online marketing models. Internet celebrities use their special influence and characteristics of the times to bring revolutionary changes to product promotion. This phenomenon carries more economic value and has significant social impact. At the same time, the development of the Internet celebrity economy has triggered concerns that irrational consumer behaviour may disrupt the e-commerce market. This paper investigates the influence of the Internet celebrity economy on consumers’ irrational purchase behaviour in this environment. To do so, the K-means clustering method is utilized to collect data on both internet celebrity economies and consumers’ irrational buying behaviour. The study develops a research model with the independent variables of internet celebrities’ professional degree, credibility, and fan attraction, and the dependent variable of consumers’ buying behaviour, with consumers’ buying sentiment serving as an intermediary variable. The empirical analysis demonstrates that the Internet celebrity economy significantly impacts consumers’ irrational purchase behaviour, with higher levels of professionalism, credibility, and fan attraction among internet celebrities associated with greater likelihoods of irrational consumer purchasing. Based on these findings, two strategies are proposed to mitigate irrational purchasing behaviour: improving the professional quality of internet celebrities and promoting rational consumer buying practices. |
| first_indexed | 2024-03-08T17:38:29Z |
| format | Article |
| id | doaj.art-f5d7a2cc76bb417fbe98ad2676d5ab52 |
| institution | Directory Open Access Journal |
| issn | 2303-5013 |
| language | English |
| last_indexed | 2024-03-08T17:38:29Z |
| publishDate | 2023-12-01 |
| publisher | Sciendo |
| record_format | Article |
| series | ECONOMICS |
| spelling | doaj.art-f5d7a2cc76bb417fbe98ad2676d5ab522024-01-02T11:35:08ZengSciendoECONOMICS2303-50132023-12-0111s110912010.2478/eoik-2023-0064Research on the Analysis and Impact of Internet Celebrity Economy on Consumers’ Irrational Buying Behavior in the Big Data EnvironmentKe Binbin0Wel Che Aniza Che11Faculty of Economics and Management, Universiti Kebangsaan Malaysia, 43600, UKM Bangi, SelangorDarul Ehsan, Malaysia1Faculty of Economics and Management, Universiti Kebangsaan Malaysia, 43600, UKM Bangi, SelangorDarul Ehsan, MalaysiaIn the context of big data, the internet celebrity economic marketing model has gradually become one of the mainstream online marketing models. Internet celebrities use their special influence and characteristics of the times to bring revolutionary changes to product promotion. This phenomenon carries more economic value and has significant social impact. At the same time, the development of the Internet celebrity economy has triggered concerns that irrational consumer behaviour may disrupt the e-commerce market. This paper investigates the influence of the Internet celebrity economy on consumers’ irrational purchase behaviour in this environment. To do so, the K-means clustering method is utilized to collect data on both internet celebrity economies and consumers’ irrational buying behaviour. The study develops a research model with the independent variables of internet celebrities’ professional degree, credibility, and fan attraction, and the dependent variable of consumers’ buying behaviour, with consumers’ buying sentiment serving as an intermediary variable. The empirical analysis demonstrates that the Internet celebrity economy significantly impacts consumers’ irrational purchase behaviour, with higher levels of professionalism, credibility, and fan attraction among internet celebrities associated with greater likelihoods of irrational consumer purchasing. Based on these findings, two strategies are proposed to mitigate irrational purchasing behaviour: improving the professional quality of internet celebrities and promoting rational consumer buying practices.https://doi.org/10.2478/eoik-2023-0064big data environmentinternet celebrity economyconsumerirrationalpurchase behaviourdependent variabled12m31 |
| spellingShingle | Ke Binbin Wel Che Aniza Che Research on the Analysis and Impact of Internet Celebrity Economy on Consumers’ Irrational Buying Behavior in the Big Data Environment ECONOMICS big data environment internet celebrity economy consumer irrational purchase behaviour dependent variable d12 m31 |
| title | Research on the Analysis and Impact of Internet Celebrity Economy on Consumers’ Irrational Buying Behavior in the Big Data Environment |
| title_full | Research on the Analysis and Impact of Internet Celebrity Economy on Consumers’ Irrational Buying Behavior in the Big Data Environment |
| title_fullStr | Research on the Analysis and Impact of Internet Celebrity Economy on Consumers’ Irrational Buying Behavior in the Big Data Environment |
| title_full_unstemmed | Research on the Analysis and Impact of Internet Celebrity Economy on Consumers’ Irrational Buying Behavior in the Big Data Environment |
| title_short | Research on the Analysis and Impact of Internet Celebrity Economy on Consumers’ Irrational Buying Behavior in the Big Data Environment |
| title_sort | research on the analysis and impact of internet celebrity economy on consumers irrational buying behavior in the big data environment |
| topic | big data environment internet celebrity economy consumer irrational purchase behaviour dependent variable d12 m31 |
| url | https://doi.org/10.2478/eoik-2023-0064 |
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