College students' consumption behaviour in internet celebrity economy under We Media environment : a study among Malaysian and Chinese students

Purpose The purpose of this study is to examine the variables affecting college students' consumption behaviour in the context of the internet celebrity economy and the We Media environment. Design/methodology/approach In this study, five independent variables − perceived ease of use, perceived usefulness, attitude, We Media environment and internet celebrity marketing, as well as one mediating variable, consumption intention, are used to analyse college students' consumption behaviour. Findings This study concluded that all five independent variables have positive relationships with the consumption intention and that the consumption intention also has a positive relationship with the consumption behaviour. Originality/value This study expanded the technology acceptance model and theory of planned behaviour model, which could provide insights for future research on consumption intention and behaviour. In addition, this study gives guidance for businesses considering to join this new industry in the internet celebrity economy.