Analysis On The Influencing Factors Of College Students' Consumption Behavior In Internet Celebrity Economy Based On We Media Environment

With the rapid development of the Internet and the continuous innovation and upgrading of business models,the emergence of Internet celebrities have led to the emergence of the phenomenon-level situation of Internet Celebrity Economy.More and more enterprises have gradually found its huge potential development.The new model of directional marketing for its huge fan flow through Internet celebrities has gradually matured.There are three main reasons for the rapid development of this new marketing model.First,the development and maturity of the self-Media environment has helped many Internet celebrities to achieve rapid success,which has also made many ordinary people find new ways and opportunities to succeed.Under such background,the Internet Celebrity Economy has developed rapidly and so as well of the market scale.Second,with the development and maturity of the self-Media environment,more and more ordinary people can show their talents like famous stars and quickly attract a large number of fans.Most of them are in the same group of fans in life.They can easily resonate with fans.Through unique and fresh creative content,the number of fans grows exponentially and rapidly,which provides a huge consumer base for marketing.Third,compared with other e-commerce,the business model of Internet Celebrity Economy has its uniqueness,diversity and flexibility of revenue.Compared with other marketing models,internet celebrity marketing has a huge fans base.Oriented marketing of fans according to the content of different internet celebrities works and their character design have also become a means for businesses to provide personalized and customized services.Therefore the Internet Celebrity orientation marketing is becoming a new pattern of marketing.According to Erie Consulting Statistics,in the year of 2017,the number of online fans with a fan size of more than 100,000 increased by 57.3%compared with 2016.Meanwhile,the total number of online fans in China continued to increase on the basis of the original huge number in 2017,reaching 470 million people,an increase of 20.6%annually according to Sohu Financial News.The number of online fans with a fan size of more than 100,000 people continued to grow in 2018,an increase of 5 1%over last year.Among them,the number of fans exceeding 1 million has increased by 23%.With the sustained double growth of the number of internet celebrities and the size of their fans,the market size and liquidity of fans have also increased.The double growth of the number of internet celebrities and the size of their fans has also provided a strong impetus for the development and improvement of their industrial chain.As the representative of young people,college students can keep up with the social trend and gradually become the target customers of more and more businesses.Therefore,discussing the consumption behavior of college students in the Internet Celebrity Economy not only enriches the consumption theory,but also provides some reference for the development of Internet Celebrity Economy market of Chinese enterprises,which means a strong practical significance.To study college students'consumption behavior in the internet celebrity economy,we should first understand the relevant theoretical knowledge.Because the research direction of this paper is less related literature,we have combed the relevant literature,introduced the theory of consumer behavior,including the use of relevant models,the selection of factors,and finally selected a relatively mature technology acceptance model(TAM).In terms of the influencing factors of College Students'consumption behavior in the internet celebrity economy,this paper takes college students as the research object.On the one hand,it reads a lot of relevant literature,refers to the research results of relevant scholars at home and abroad.On the other hand,interview in our school,optimize the questionnaire design,find out the factors affecting college students'consumption behavior in the online red economy,and finally select the website quality,self-Media environment,online red marketing,conformity and other variables,establishing the influence path between the variables,and putting forward hypotheses.Secondly,the author investigates the consumption behavior of college students in the online celebrity economy by means of questionnaires,and obtains a large number of first-hand data.Finally,220 valid questionnaires are analyzed by SPSS20.0 and AMOS22.0 software,and a series of conclusions are obtained.The study finds that the perceived ease of use of college students'consumption behavior has a positive impact on perceived usefulness in the internet celebrity economy.Its path coefficient is 0.917,and perceived usefulness has a positive impact on consumption intention.Its path coefficient is 0.5 1 0,which fully verifies the status of the core variables in the TAM model.Perceived ease of use has a positive impact on consumer intention,and its path coefficient is 0.462.The self-Media environment has a positive impact on internet celebrity marketing,and its path coefficient is 0.528.Self-media environment,internet celebrity marketing and conformity have positive effects on consumption intention.The path coefficient of conformity to c.onsumption intention is 0.470.The path coefficient of self-Media environment to consumer intention is 0.647,and the path coefficient of internet celebrity marketing to consumer intention is 0.581.Consumption intention positively affects actual consumption behavior,and the path coefficient between consumption intention and actual consumption behavior is 0.921.Finally,according to the analysis results of the survey data,this paper puts forward some relevant countermeasures and suggestions for the development of Chinese enterprises in the Internet Celebrity Economy market.