This paper studies Chinese consumers who purchase products through internet celebrities’ web-channels to understand the influence of internet platforms and internet celebrities’ characteristics on thewillingness of purchase, and to explore if self-construal acts as amediator. The results show that both informativeness and entertainment of the platforms the internet celebrity uses affect consumers’ intention of purchase. In addition, among the four characteristics of internet celebrity’s characteristics, credibility,expertise,and attractiveness are found to be influencing consumers’ purchase intention, while no significant impact of friendly is discovered. Regression on the mediation effect shows that the influence of internet celebrity’s characteristic on consumers’ purchase intention differs according to different types of self-construal. In the marketing of internet celebrities’ platform characteristics to consumers’ purchase intentions, independent self-awareness is relatively stronger, then both informativeness and entertainment affect consumers’ purchase motivation, but only the entertainment of celebrities’ platforms affect consumers’ purchase intentions for dependent-self consumers. To sumup, with respect to the influence of internet celebrities’ characteristics on consumers’ purchase intention, credibility and attractiveness affect the intentions of independent-self consumers, and expertise affect the intentions of dependent-self consumers.