Exploring the Factors Influencing Consumers' Shopping Intentions in the Context of Clothing Live Streaming by Internet Celebrities

Since the rise of live streaming by internet celebrities in 2016, a wave of influencers has emerged. As an important social phenomenon in the mobile internet era, the "internet celebrity economy" has come into being. Against this backdrop, this study first examines the development of internet celebrity marketing, analyzes the pros and cons of the "internet celebrity" marketing model and the "internet celebrity economy," and explores how these strategies influence consumers. The study focuses on "consumers' shopping intentions" as the research object, following the structure of "analyzing phenomena - identifying problems - solving problems." It revolves around the conflicts between internet celebrity marketing, the influencers themselves, and consumers, concluding that consumers' shopping intentions change with the variations in marketing strategies. The findings indicate that internet celebrity marketing significantly impacts consumers' shopping intentions. Although internet celebrity marketing has certain advantages and appeal, it also has some shortcomings. Future research directions could also be based on the study of consumers' happiness.