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Evaluating the Attractiveness Factors of Internet Celebrity Products Using Survey Data

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Cross-Cultural Design. Applications in Business, Communication, Health, Well-being, and Inclusiveness (HCII 2022)

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Abstract

In this study, we developed an instrument to measure the attractiveness of Internet celebrity products. An online survey was conducted on 306 consumers (mean age = 24 years). Via exploratory factor analysis and regression analysis, a model of the attractiveness source of Internet celebrity products was constructed based on the survey and interview. The results showed that the attractiveness of Internet celebrity products was mainly affected by products’ practical value, hedonic value, and Internet celebrity product purchase experience, with regression coefficients of 0.710, 0.164, and 0.193, respectively. This instrument offers a method to understand what attributes of Internet celebrity products attract consumers. Targeted optimization suggestions were also presented for product providers and consumers.

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Authors and Affiliations

  1. School of Business, Jiangnan University, 1800 Lihu Avenue, Wuxi, 214122, Jiangsu, People’s Republic of China

    Xiaolin Tan, Saihong Han & Runting Zhong

  2. School of Economics and Management, Southeast University, 2 Southeast Avenue, Nanjing, 211189, Jiangsu, People’s Republic of China

    Xiaolin Tan

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  1. Xiaolin Tan
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  2. Saihong Han
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Correspondence to Runting Zhong .

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  1. Tsinghua University, Beijing, China

    Pei-Luen Patrick Rau

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Tan, X., Han, S., Zhong, R. (2022). Evaluating the Attractiveness Factors of Internet Celebrity Products Using Survey Data. In: Rau, PL.P. (eds) Cross-Cultural Design. Applications in Business, Communication, Health, Well-being, and Inclusiveness. HCII 2022. Lecture Notes in Computer Science, vol 13313. Springer, Cham. https://doi.org/10.1007/978-3-031-06050-2_6

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  • DOI: https://doi.org/10.1007/978-3-031-06050-2_6

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