Research On The Relationship Between Network Celebrity And Electronic Commerce

In recent years,Internet technology has been developing fast.The rapid growth of Internet users and network applications give users a vast arena to show themselves.Some users has received widespread attention from the public,becoming a network celebrity.The rise of the phenomenon of network celebrity provides ordinary people with the opportunity to become famous,and along with the improvement of tertiary industry in China economy,network celebrity also showed a prominent economic vitality.At present,the ecology that derives from the combination of network celebrity and electronic commerce has become an important component of the Internet economy.In the early age of network celebrity phenomenon,the main source of network celebrity based e-commerce is the individual business transformation of network celebrity.With the increase of the economic effect of network celebrity,capital began to intervene in the relevant areas of the network celebrity based e-commerce,and promote the industrialization of the network celebrity based e-commerce.In the transformation process from network celebrity to network celebrity based e-commerce,network celebrities use their own influence on the Internet community and fans cohesion to sell commodities to the fans,do third party advertising,or directly rely on the bounty from fans to obtain economic benefits,and gradually form a stable business model which is called network celebrity based e-commerce.In the capital-driven network celebrity based e-commerce model,the network celebrity incubator and other professional team operations help establish a relatively mature network celebrity based e-commerce mode.This kind of network celebrity will hold a commercial mark at birth,so business purpose and business model are more clear in this mode.At present,behind the vigorous development of network celebrity based e-commerce,obvious reveal of principles of communication is shown.In this paper,the reasons behind the development of the network celebrity based e-commerce industry are summarized based on material basis,consumer psychology and capital promotion.With the combination of the principle of communication,the problems behind and the future of such industry are analyzed.Based on the background mentioned above,the formation process of network celebrity based e-commerce is analyzed.Both business induced network celebrity based e-commerce and individual transformation to network celebrity based e-commerce are summarized.Principles of communication behind such industry are also analyzed,which include the aspect of material basis,fan psychology and capital propelling.Based on the current status of network celebrity based e-commerce,suggestions on the development in nation scope,corporation scope and consumer scope are given.