新时代网红经济对大学生消费行为的影响研究

Research on the Influence of Internet Celebrity Economy on College Students’ Consumption Behavior in the New Era

摘要: 近两年随着新媒体时代的兴起，大部分企业开始依赖网红带货，电商平台和短视频平台都将直播视为标配，正在快速抢占市场，促使了“网红经济”的应运而生，形成了一整套“活动运营 + 供应链”的管理模式。在网红经济效应的影响下，大学生容易产生非理性的消费行为和消费观念，逐渐形成不良的消费风气。本课题将着重于新兴营销形式的优劣势和网红经济效应对大学生的消费影响，探究其关系。

Abstract: Nearly two years with the rise of new media era, most companies are starting to rely on cyber ce-lebrity to take goods. E-commerce platforms and short video platforms regard live broadcasting as standard and are rapidly seizing the market, promoted the emergence of Internet celebrity economy, formed a set of “activity operation + supply chain” management mode. Under the influence of Internet celebrity economic effect, college students tend to have irrational consumption behavior and consumption concept, and gradually form bad consumption atmosphere. This topic will focus on the advantages and disadvantages of emerging marketing forms and the impact of Internet celebrity economic effect on college students’ consumption, to explore its relationship.