Journal of Chaohu University ›› 2021, Vol. 23 ›› Issue (2): 45-52.doi: 10.12152/j.issn.1672-2868.2021.02.007

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Analysis on the Influence of "Web Celebrity Economy" Marketing Mode on College Students' Consumption Behavior

ZUO Jing-zhong,PAN Mei-xia:School of Business Administration, Chaohu University   

  1. School of Business Administration, Chaohu University, Chaohu Anhui 238024
  • Received:2020-07-14 Online:2021-03-25 Published:2021-06-02

Abstract: 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.

Key words: web celebrity economy, marketing mode, consumer behavior, precision marketing

CLC Number: 

  • F063.2