The effect of the online celebrities’ ‘imperfect image’ on followers' sustained subscription
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Yu Lu, Min Qian
Online celebrities with millions of fans, their image is no longer close to perfection, but will design a character with defect. This paper divides the imperfect image of online celebrity into four dimensions: appearance, language, personality and information content. A model was created based on S-O-R theory to study on the affection of internet celebrities’ imperfect image on sustained subscription will of their fans, with imperfect image as an independent variable, psychological distance as a mediating variable, sustained subscription will as a dependent variable and the type of online celebrities as a moderating variable.
Online celebrity, imperfect image, sustained subscription