School of Management, Shenzhen Polytechnic, Shenzhen 518055, China
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.
Internet Celebrity Economy; College Students; Consumer Behaviour; Brand
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