伴随着互联网信息技术高速发展，“网红经济”应运而生，悄然影响着用户的交互形式、消费行为。文章选取媒介形象、精准营销、互动传播和小众圈层四个变量为切入点，利用结构方程模型，实证分析“网红经济”营销模式对大学生实际消费行为的影响。研究表明，精准营销和小众圈层的提升会促进大学生产生实际消费行为，而媒介形象和互动传播对样本大学生消费行为产生的影响不显著。最后结合研究结论，对“网红经济”营销模式未来的发展提出针对性建议。

With the rapid development of Internet information technology, "web celebrity economy"arises and quietly influences the interaction form and consumption behavior of users. This paper selects four variables of media image, precision marketing, interactive communication and niche circle as the entry point, and uses the structural equation model to empirically analyze the impact of "web celebrity economy" marketing mode on college students' actual consumption behavior. The research shows that the promotion of precision marketing and niche circle will stimulate the actual consumption behavior of college students, while the influence of media image and interactive communication is not significant. Finally, combined with the research conclusions, the paper puts forward some suggestions for the future development of "web celebrity economy" marketing model.