Analysis of key factors of consumers’ purchase influenced by internet celebrities: Food, cosmetics maintenance, and 3C game products as examples

Abstract

This study examines key factors of the internet celebrities influence to consumer purchasing. Firstly, the literature review was used to find the key factors (KF). Then questionnaire was used to collect data from Taiwanese consumers. This was followed by the grey relational analysis (GRA), in which, the key purchasing factors of all product categories were analysed on the basis of their consumer samples, followed by the KFs difference between food, 3C game, and the categories that involved the maintenance of cosmetics. The result shows internet celebrity’s usage for product promotion to influence consumers purchasing decisions is multidimensional and complex issue, and overall the credibility and linkage of the marketing message need to be aligned with the actual product quality and experience. Copyright © 2025 Inderscience Enterprises Ltd.