关于网络直播网红经济直播带货粉丝消费营销电子商务的毕业设计论文英文英语外文文献翻译成品资料：产品认可背景下需求匹配对消费者对互联网名人及其直播内容态度的影响（中英文双语对照）.docx

本文是中英对照毕业设计论文外文文献翻译，下载后直接可用！省去您找文献、pdf整理成word以及翻译的时间，一辈子也就一次的事！ 文献引用作者出处信息:Hyun Jung Park , Li Min Lin（外国籍） Journal of Retailing and Consumer Services，2020 (如年份太老，可改为近2年，很多毕业生都这样做，毕竟外文翻译要求也不高) 英文4812单词，32156字符(字符就是印刷符)，中文汉字。（如果字数多了，可自行删减，大多数学校都是要求选取外文的一部分内容进行翻译的。） The effects of match-ups on the consumer attitudes toward internet celebrities and their live streaming contents in the context of product endorsement ABSTRACT: Streaming media platform opens new ways for celebrity endorsement. Based on the researches related to ce-lebrity endorsement and match-up hypothesis, this study explores the influences of various matches on the consumer attitudes within the context of live streaming shopping with internet celebrities in China. Results suggest that product-source fit affects the perceived source attractiveness and trustworthiness, while product-content fit affects utilitarian and hedonic attitude toward the content. Source trustworthiness, hedonic attitude and self-product fit increased the intention to buy. This study develops and tests an integrative model of internet celebrity endorsement by investigating congruence effects on live streaming viewers. 1. Introduction With increasing popularity of social media, influencers with nu-merous followers have recently generated advertising effects and sales. The emergence of celebrities who have achieved influence based on the use of live streaming contents, ‘Wanghong 网红’ in China, comes at a time when consumers search for ways to express themselves and companies require creative ways to endorse brands. These internet celebrities are content creators who have the power to affect others on social media platforms (Li, 2018). Based on the notable influence, they turn online traffic into sales through e-commerce or online advertising. The most successful ones who have monetized their huge fan bases are fashion icons posting live streaming contents about style and fashion products. Streaming media platform opens new chann