Analyzing the influence of internet celebrity TikTok live streaming on Chinese consumers' purchasing power

This study explores the influence of Internet celebrity, the new opinion leaders in TikTok live streaming, on consumers' purchasing decisions. The study analyzed Internet celebrity expertise, popularity of internet celebrity, image of Internet celebrity and product suitability. Quantitative research method was used to distribute questionnaires through WeChat, a popular social media in China, and 125 valid questionnaires were collected. SPSS software was used to analyze the reliability and validity of the questionnaire. It is found that the expertise, popularity and adaptability of Internet celebrities have a significant impact on consumers' purchasing power. The results show that it is recommended that enterprises choose well-known and professional celebrities on Internet to endorse products, so as to improve the economic value and market effect of products.