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Through " Similarity-Attraction Theory " explores the similarities between Internet Celebrity and the masses, the impact of attractive attention on purchase intention. The social network is booming, and Web 2.0 enables the masses to become the recipients and providers of information content for social media. The influence of internet celebrity is rapidly expanding. Internet Celebrity uses the powerful diffusion effect of social media, which makes "Influencer Marketing " come into being with the social platform. The internet celebrity economy has gradually become a new economic model in the digital technology time Looking at the past research, the internet celebrity attracts the masses to pay more attention to the product fit, the trust and credibility of the internet celebrity endorsement, and understands the purchase reason from the industry endorsement effect, less involves the similarity between them. The "similar attraction theory" advocates that individuals will be attracted by similarities and deep similarities; dissimilarities are less attractive.
Therefore, we assumed that the higher the deep similarity between internet celebrity and the masses, the easier it is to attract the attention of the masses; when the masses continue to pay attention to internet celebrity, it will affect the purchasing intention. The results of the online questionnaires sent to the people concerned about internet celebrity show that similar attitudes, similar values and similar personality have significant effects on attracting attention. Attracting attention also has an impact on purchasing intention; attracting attention to complementary intermediaries, deep similarities It will directly affect the purchasing intention, and indirectly influence the purchasing intention by attracting attention.
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