The Influence Mechanism of "Internet Celebrity Live" Marketing Model on Consumers' Purchasing Decisions: Qualitative Exploration Based on Rooted Theory

In recent years, as a new marketing method, "Internet celebrity live broadcast" has become active in major online platforms and has attracted special attention from the public. This study is based on the qualitative research of rooted theory. Through in-depth interviews with 35 target users, a theoretical path model of the influence mechanism of consumer purchase decision under the marketing model of "Internet celebrity live broadcast" is constructed. The study found that the characteristics of anchors, product attributes, live broadcast environment, opinion leaders, buyer experience and purchase decisions have become the main factors affecting consumers' purchase decisions. The internal and external environment of the live broadcast room stimulates consumers to purchase interest, and consumers' own experience directly determines the purchase decision. On this basis, suggestions are made on the marketing development of "Internet celebrity live broadcast" from the three levels of Internet celebrities, consumers, and regulatory authorities, with a view to promoting rational consumption of consumers and the healthy and sustainable development of the Internet celebrity economy.