Research On The Influence Of “Internet Celebrities” On The Consumption Values Of Contemporary College Students And Countermeasure

College students are the pillars of the construction and development of socialism with Chinese characteristics.Strengthening the guidance and education of college students’ values shows the great significance to achieve the “two centenary goals” and succeed the great rejuvenation of the Chinese nation.As the view of world,life and values are in a critical stage of growth for college students,the unsound concept system may be affected by various kinds of external values and information.Especially in the day of rapid development of Internet technology,"online celebrity",as a characteristic product of the Internet era,are easily propagating the different consumption values by diversity and efficiency information transmission channels.This phenomenon provides higher requirements for the consumption values displayed by "online celebrity",On the one hand,it may provides positive guidance for college students to build correct consumption values,on the other hand,it may also bring severe challenges on shaping college students’ consumption values.Therefore,under the background of "online celebrity",finding out how to guide and educate college students to form correct consumption values has certain practical significance and theoretical value.Based on the three dimensions of value cognition,value judgment and value choice in college students’ consumption values,this paper used the questionnaire to makes an in-depth discussion on the present state of college students’ consumption values,the impact of "online celebrity" on college students’ consumption values and the guiding countermeasures of college students’ consumption values,which provides some beneficial references for guiding college students’ consumption values under the background of "online celebrity".The survey shows that,the guidance from "online celebrity" to college students’ consumption values have both positive and negative effects.Due to the easy permeability,official operation and professionalism of "online celebrity",it can actively guide college students’ consumption values.But its negative impact can not be ignored,the main performance is that "online celebrity" uses the form of deliberate entertainment to continuously strengthen the business purpose in the complex content,thereby disrupting the consumption value cognition,value judgment and value choice of college students.The main reason for the problems of college students’ consumption values is that under the guidance of "online celebrity" on the communication content,it uses its communication characteristics to induce special consumption psychology,resulting in causing the deviation of college students’ consumption value cognition,value judgment and value choice.Therefore,this paper puts forward countermeasure on how to guide college students to form correct consumption values under the background of "online celebrity" from three aspects: creating a good "online celebrity" ecology,improving college students’ consumption values education and strengthening the construction and supervision on network positions.