Examining the Relationships Among Internet Celebrity, Trust, Happiness, Continuous Watching Intention, and Purchase Intention in Livestreaming

The rise of livestreaming has equipped hotel marketers with a new marketing instrument. This study was sought to examine the impact of Internet celebrity effect on consumer behavior in hotel livestreaming. To reach this goal, an integrated model including Internet celebrity effect, trust, happiness, continuous watching intention, and purchase intention was evaluated by structural equation modeling. Survey data was collected from 213 Chinese respondents who have watched livestreaming, and the findings show significant relationships between the Internet celebrity effect, trust, and happiness, continuous watching intention, and purchase intention, but not the association between trust and continuous watching intention. This study provided some theoretical and managerial inspiration for livestreaming marketing in hospitality.