The Influence of the Internet Celebrity Economy on Online Purchase Intention: A Moderated Mediation Analysis

The research adopts a moderated mediation analysis framework to explore how consumer involvement, perceived celebrity attractiveness, and the internet celebrity economy collectively shape online purchase intention. By examining the interplay among these factors, the study seeks to uncover the underlying processes through which internet celebrities impact consumers’ purchase decisions. Data for this study are collected through a cross-sectional survey from a sample of online participants, with a specific focus on Weibo users in China (N = 653). The results of this study reveal that the internet celebrity economy exerts a significant influence on online purchase intention among participants. This influence is particularly pronounced when considering the mediating role of consumer involvement and the moderating role of perceived attractiveness of internet celebrities. The study contributes to the evolving understanding of the internet celebrity economy and its implications for online marketing and e-commerce. The findings offer practical insights for businesses seeking to harness the power of internet celebrities in shaping consumer intentions and behaviors in the digital age.