Online Impulse Buying: Impact of Internet Celebrity Endorsement and Peer Pressure
Available Online 15 December 2021.
- 10.2991/assehr.k.211209.150How to use a DOI?
- E-commerce; consumption impulse; expectation-confirmation model; internet celebrity endorsement; peer pressure
During the epidemic of COVID-19, online purchases have been rising and e-commerce live broadcasts have become more popular. As impulse buying happens a lot, the factors influencing impulse buying in e-commerce live broadcast rooms are of interest. Basing on the expectation confirmation model (ECM), we proposed a new model that explores the roles played by internet celebrity endorsement and peer pressure in the process. This study extends related research in consumer behavior and provides implications for marketing practices.
- © 2021 The Authors. Published by Atlantis Press International B.V.
- Open Access
- This is an open access article under the CC BY-NC license.
Cite this article
TY - CONF AU - Chunsheng Li AU - Huimin Jiang AU - Anwei Huang AU - Huanyong Chen AU - Jiangruixue Yu PY - 2021 DA - 2021/12/15 TI - Online Impulse Buying: Impact of Internet Celebrity Endorsement and Peer Pressure BT - Proceedings of the 2021 3rd International Conference on Economic Management and Cultural Industry (ICEMCI 2021) PB - Atlantis Press SP - 922 EP - 925 SN - 2352-5428 UR - https://doi.org/10.2991/assehr.k.211209.150 DO - 10.2991/assehr.k.211209.150 ID - Li2021 ER -