With the advancement of Internet information technology, the rapid development of the Internet celebrity economy has had an important impact on the consumption behaviour of college students. The online live broadcast platform caters more to the consumer psychology of college students. College students are more susceptible to its influence and blind consumption occurs. Combining the characteristics of live broadcast platforms in the Internet celebrity economy and the characteristics of college students' consumption psychology and behaviour, this paper selects four variables of media brand, highlights show, interaction & promotion and interest groups as the starting point, uses structural equation model(SEM), and uses AMOS software to carry out structural equation analysis. This paper analyses the influence of the "Internet celebrity economy" marketing model on the actual consumption behaviour of college students. The results show that highlights show and media brands will promote the actual consumption behaviour of college students, while interaction & promotion and interest groups have no significant impact on the consumption behaviour of sample college students. This paper further analyses the reasons for the formation of this situation, and provides reference and suggestions for guiding college students to establish a reasonable consumption view.

Xue Wu. Analysis of the Influence of the Internet Celebrity Economy on the Consumption Behavior of College Students in the Self-Media Environment. The Frontiers of Society, Science and Technology (2022) Vol. 4, Issue 7: 11-16. https://doi.org/10.25236/FSST.2022.040703.

[1] Qiao, R.Y., Zhang, Y.H. and Wu, Y.Q. (2022) An Empirical Study on the Influence of Online Celebrity Marketing Model on College Students' Willingness to Consume. Operation and Management, 4, 38-42.

[2] Zheng, L.L. and Gui, L. (2020) Analysis of the Influence of the Fan Economy on the Consumption Behavior of College Students-Taking the School of Economics and Technology of Anhui Agricultural University as an Example. Journal of Chizhou University, 34(1), 55-58. 

[3] Zhang, M. (2018) Research on Consumer Behavior and Marketing Strategy of Mobile Internet Advertising Audience. Master thesis, Capital University of Economics and Business, China. 

[4] Wang, Y., Cui, C., Gao, S.J. and Qian, X.L. (2016) The Leap from "Internet Celebrity" to "Internet Celebrity Economy"-Take Papi Sauce as an Example. Modern Economic Information, 8, 370-371. 

[5] Wei, J.F., Yang, J.Y. and Chen, W.W. (2021) Research on the Influence of the Internet Celebrity Economy in the New Era on the Consumption Behavior of College Students. Chinese Business Theory, 21, 48-50.