Internet Celebrities’ Impact on Luxury Fashion Impulse Buying
Abstract
:1. Introduction
- What is a suitable conceptual model that provides an accurate picture highlighting the main aspects of IC endorsement?
- What are the main factors of IC endorsement that affect consumers’ impulse buying?
2. Literature Review and Theoretical Framework
2.1. Internet Celebrity and Impulse Buying
2.2. IC Endorsement and Persuasion
3. Hypotheses Development and Research Model
3.1. Impulse Buying
3.2. Trust
3.3. ICs’ Popularity
3.4. Perceived Fit
3.5. Identification
3.6. Social Distance
3.7. IC Adoration
3.8. Proposed Theoretical Model
4. Method
4.1. Measures
4.2. Participants and Procedure
4.3. Statistical Technique
5. Results
5.1. Measurement Model Assessment
5.2. Structural Model Assessment and Hypotheses Testing
5.3. Mediation Analysis
6. Discussion
7. Conclusions
7.1. Theoretical Implications
7.2. Managerial Implications
7.3. Limitations and Future Research
Author Contributions
Funding
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
References
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Construct | Item | Statement | M | SD | Related Studies |
---|---|---|---|---|---|
ICs’ Popularity | 1 | This IC has a lot of fans | 5.45 | 1.52 | Chen et al. (2014), Wang et al. (2015) |
2 | This IC enjoys great fame in society | 5.05 | 1.61 | ||
3 | There are many people sharing and discussing the products recommended by the IC | 4.64 | 1.61 | ||
4 | This IC enjoys high popularity on the Internet | 5.05 | 1.52 | ||
5 | This IC has highly active followers | 4.92 | 1.50 | ||
Perceived Fit | 1 | The product recommended has something in common with the IC’s daily publish content | 3.24 | 1.71 | Till and Busler (2000)Ohanian (1990) |
2 | The personal style of IC is similar to the product | 3.31 | 1.72 | ||
3 | The lifestyle the IC represent has something in common with the product | 3.33 | 1.73 | ||
4 | The IC knows a lot about the product | 3.47 | 1.75 | ||
5 | The IC is familiar with fashion luxury | 3.45 | 1.74 | ||
Social Distance | 1 | The perceived personality difference between me and IC | 5.13 | 1.50 | McCroskey et al. (1975) Bourdieu (1989) |
2 | The perceived appearance difference between me and IC | 5.22 | 1.48 | ||
3 | The perceived taste and style difference between me and IC | 4.90 | 1.49 | ||
4 | The perceived living standard difference between me and IC | 5.67 | 1.41 | ||
IC Adoration | 1 | I often pay attention to updates of some ICs | 2.77 | 1.68 | Maltby et al. (2006) |
2 | I actively respond to the topics the ICs raise | 1.92 | 1.17 | ||
3 | Some opinions of ICs exert great impact on me | 2.09 | 1.32 | ||
4 | I spend plenty of time browsing ICs’ updates every day | 1.99 | 1.30 | ||
Identification | 1 | I feel close with this IC | 4.05 | 1.80 | Schramm and Hartmann (2008)Auter and Palmgreen (2000) |
2 | I share similar interest with this IC | 3.54 | 1.71 | ||
3 | I appreciate the physical image of this IC | 4.13 | 1.83 | ||
4 | I yearn for the life status of this IC | 3.54 | 1.79 | ||
5 | I share the same value with this IC | 3.74 | 1.76 | ||
Trust | 1 | I believe this IC has the ability to provide professional information | 3.76 | 1.71 | Xiao and Benbasat (2007) |
2 | I believe the IC is honest about the product and describes it objectively | 3.75 | 1.58 | ||
3 | I believe this IC won’t just recommend the product just for business interest | 3.62 | 1.70 | ||
4 | I believe this IC can provide unbiased recommendation | 3.55 | 1.55 | ||
5 | I believe this IC recommends for helping others | 3.90 | 1.62 | ||
Impulse Buying | 1 | I feel the luxury product is not that expensive than I first saw it | 3.02 | 1.49 | Verhagen and Van Dolen (2011) |
2 | I hadn’t planned to purchase before, but I want to buy it now | 2.79 | 1.45 | ||
3 | Seeing so many people buying the product, I feel I want it eagerly | 2.90 | 1.55 | ||
4 | It’s hard to resist the temptation to do this purchase | 2.80 | 1.52 |
Measure | Items | Frequency | Percentages (%) |
---|---|---|---|
Gender | Female | 344 | 58.8 |
Male | 241 | 41.2 | |
Age | <20 | 38 | 6.5 |
21–30 | 438 | 74.9 | |
31–40 | 37 | 6.3 | |
41–50 | 42 | 7.2 | |
>50 | 30 | 5.1 | |
Education | Junior and high school | 14 | 2.4 |
Junior college | 24 | 4.1 | |
Undergraduate school | 251 | 42.9 | |
Master | 209 | 35.7 | |
Ph.D | 87 | 14.9 | |
Monthly disposable income | <1000 | 73 | 12.5 |
1001–3000 | 231 | 39.5 | |
3001–5000 | 96 | 16.4 | |
>5000 | 185 | 31.6 |
Factors | Standardized Loading | Cronbach’s Alpha | CR | AVE |
---|---|---|---|---|
ICs’ Popularity (IP) | 0.850 | 0.910 | 0.932 | 0.734 |
0.877 | ||||
0.858 | ||||
0.865 | ||||
0.832 | ||||
Perceived Fit (PF) | 0.882 | 0.937 | 0.952 | 0.800 |
0.935 | ||||
0.911 | ||||
0.866 | ||||
0.877 | ||||
Identification (ID) | 0.832 | 0.905 | 0.929 | 0.724 |
0.841 | ||||
0.887 | ||||
0.809 | ||||
0.884 | ||||
Social Distance (SD) | 0.892 | 0.844 | 0.887 | 0.664 |
0.768 | ||||
0.894 | ||||
0.687 | ||||
IC Adoration (ICA) | 0.821 | 0.878 | 0.916 | 0.733 |
0.871 | ||||
0.866 | ||||
0.865 | ||||
Trust (T) | 0.858 | 0.911 | 0.933 | 0.736 |
0.872 | ||||
0.853 | ||||
0.864 | ||||
0.843 | ||||
Impulse Buying (IB) | 0.873 | 0.930 | 0.950 | 0.826 |
0.92 | ||||
0.906 | ||||
0.936 |
Hypotheses | Hypothesized Association | Path Coefficients | Collinearity Assessment | t-Value | p-Value |
---|---|---|---|---|---|
Hypothesized Relationships | VIF | ||||
H1 | T-IB | 0.501 *** | 1.488 | 12.61 | 0.000 |
H2 | IP-T | 0.190 *** | 1.270 | 4.37 | 0.000 |
H3a | PF-T | 0.303 *** | 1.121 | 7.20 | 0.000 |
H3b | PF-IB | 0.050 | 1.342 | 1.15 | 0.250 |
H4a | ID-T | 0.281 *** | 1.411 | 6.10 | 0.000 |
H4b | ID-IB | −0.061 | 1.497 | 1.31 | 0.190 |
H5a | SD-T | −0.109 *** | 1.167 | 2.81 | 0.000 |
H5b | SD-IB | −0.113 *** | 1.099 | 3.25 | 0.000 |
H6 | ICA-IB | 0.199 *** | 1.300 | 5.40 | 0.000 |
R2 | Q2 | |
---|---|---|
T | 0.355 | 0.259 |
IB | 0.385 | 0.318 |
Direct Standardized Coefficient | 95% Confidence Interval of the Direct Effect | Significance (p < 0.05)? | Indirect Standardized Coefficient | 95% Confidence Interval of the Indirect effect | Significance (p < 0.05)? | |
---|---|---|---|---|---|---|
ID→IB | −0.060 | (−0.148, 0.028) | No | 0.145 | (0.098, 0.195) | Yes |
IP→IB | −0.032 | (−0.102, 0.042) | No | 0.095 | (0.049, 0.149) | Yes |
SD→IB | −0.114 | (−0.178, −0.043) | Yes | −0.054 | (−0.094, −0.015) | Yes |
PF→IB | 0.050 | (−0.039, 0.129) | No | 0.150 | (0.110, 0.200) | Yes |
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Chen, M.; Xie, Z.; Zhang, J.; Li, Y. Internet Celebrities’ Impact on Luxury Fashion Impulse Buying. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 2470-2489. https://doi.org/10.3390/jtaer16060136
Chen M, Xie Z, Zhang J, Li Y. Internet Celebrities’ Impact on Luxury Fashion Impulse Buying. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(6):2470-2489. https://doi.org/10.3390/jtaer16060136
Chicago/Turabian StyleChen, Mingliang, Zhaohan Xie, Jing Zhang, and Yingying Li. 2021. "Internet Celebrities’ Impact on Luxury Fashion Impulse Buying" Journal of Theoretical and Applied Electronic Commerce Research 16, no. 6: 2470-2489. https://doi.org/10.3390/jtaer16060136