The determinants of Chinese consumers’ purchase intention regarding online-celebrity brand products

Abstract: As the digital society, built up by the internet, gradually changes people's lives, online celebrities are emerging in China and have discovered the huge business opportunities of online platforms by establishing their own brands. Many brands created by Chinese online celebrities are increasingly popular among consumers, such as Li Ziqi and Taozi Sister. Responding to the emergence and popularity of Chinese online celebrities and their brands, this study – drawing on the source-credibility model and the stimulus organism response model – will investigate the determinants of Chinese consumers’ purchase intention regarding online-celebrity brand products. Following a survey of 198 valid questionnaires of Chinese consumers, the empirical results show that the attractiveness of online-celebrity brand products and consumers’ affection for online celebrities are important factors in encouraging consumers to purchase online-celebrity brand products. The expertise of online-celebrity brand products, and consumers’ trust in online celebrities, do not significantly influence consumers' purchase intentions. This means that Chinese people's purchase behavior regarding online-celebrity brand products seems to be emotional rather than rational. This study advances understanding of online celebrity and online-celebrity brands, which contributes to the literature on celebrity effects and brands.