A Study on the Impact of Influencers on Fans' Purchase Intention in Live Broadcasting Platform

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责任编辑：方程of Management，Jinan University，Guangzhou 510632，Guangdong，China；2.School of Business Administrative，

Guangdong University of Finance，Guangzhou 510310，Guangdong，China）

Abstract：How to improve the purchase intention of fans has become an important issue of efficient diversion and transformation in the live broadcasting platform；but at present，there is little literature focusing on the impact of influencers on the fans’purchase intention. As the important link in live broadcasting platform transaction，the role of the influencers in this should be explored. Therefore，based on the perceived value theory，the authors take influencers in the live broadcasting platform as the research object，explore the mechanism that how do influencers’characteristics promote fans’purchase intention，which is of great practical significance. The authors carry out analyses of reliability and validity of statistical analysis and regression analysis with 415 valid questionnaires collected using the SPSS 22.0 and AMOS 18.0. First of all，according to the influencers’ personal characteristics，the authors adopt qualitative analysis and combine with the characteristics of opinion leaders and experts to draw a conclusion that influencers’characteristics can be divided into four dimensions：popularity，interaction，the degree of product involvement，and innovativeness. With the help of regression analysis，it is found that the more obvious the influencers’ personal characteristics，the more conducive to enhance fans' intentions to purchase. Further，the authors prove that the perceived value plays an intermediary role between the two factors. That is to say， the more obvious the influencers’ personal characteristics，the higher perceived value of function，emotion，and society，and the more favorable it is for them to encourage the fans to have purchase intention. This influencing mechanism further explains the role of perceived value. It also helps to guide the platform to pay attention to the shaping of influencers’personal characteristics：in addition to maintaining the positive interaction between influencers and fans and improving the popularity of them，the influencers should also pay more attention to enhancing product involvement and cultivating marketing innovation to realize the sustainable development of business ecosystem.

Key words：influencers；live broadcasting platform；purchase intention；perceived value；interaction

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