Exploring online celebrities and reviews simultaneously- the role of their consistency in different product types

In the face of the increasing influence of online celebrity live streaming and online consumer reviews in present e-commerce environment, the purpose of this paper is to examine how online celebrities’ information source characteristics and review helpfulness affect online consumers' perceived value and purchase intentions. Besides, we try to explore the impact of consistency and product type on consumers. Based on the SOR model, two studies were conducted to achieve these goals. Study 1 collects data by means of a questionnaire and conducts structural equation modeling. The empirical results of 491 questionnaires indicate that credibility, professionalism, and attraction of online celebrities and content, quality, and popularity of review helpfulness positively affect perceived value. Perceived value, in turn, influences purchase intention. Study 2 introduced the concept of consistency and designed a 2 × 2 scenario test with it and product type. The results of 356 questionnaires showed that consistency promotes consumers' purchase intention, with perceived value mediating and product type moderating the effect. The findings have important implications for the development of e-commerce and provide some additions to research in this area.