消费主义思潮下网红经济对大学生消费心理的影响探析

An Analysis of the Influence of Internet Celebrity Economy on College Students’ Consumption Psychology under the Ideological Trend of Consumerism

摘要: 随着大数据、云计算、人工智能等新技术的应用，媒体技术自然随之迭代更新，当前网络购物成为了人们主要的消费购物模式，人们的消费心理和消费方式也从根本上发生了改变。大学生群体作为互联网用户的主力军，自然也成为了当下最火爆的短视频平台直播带货的最佳受众。网红经济对大学生受众群体的影响主要聚焦于粉丝效应与偶像崇拜这两个方面，其背后蕴含着网络迎合了大学生群体的孤寂心理、猎奇心理等受众心理。随着网红经济的逐渐兴起，当前中国社会的消费主义思潮也逐渐影响着消费者受众，并衍生出多种消费行为，例如：符号消费与饭圈文化、从众消费、超前消费等特点。作为“网络原住民”的大学生群体更是成为了网络直播带货的最重要的受众群体，在这种情况下消费主义思潮对大学生消费心理的重大影响不言而喻。

Abstract: With the application of new technologies such as big data, cloud computing and artificial intelligence, media technology is naturally updated iteratively, and online shopping has become the main mode of consumption and shopping. People’s consumption psychology and expense-eliminating methods have also been fundamentally changed. As the main force of Internet users, college students have naturally become the best audience for live streaming on the most popular short video platform. The influence of online celebrity economy on college students’ audience mainly focuses on fan effect and idol worship, which contains audience psychology such as loneliness and curiosity that the network caters to college students. With the gradual rise of online celebrity economy, the current trend of consumerism in Chinese society is also gradually affecting the consumer audience, and derived a variety of consumer behavior, such as: symbolic consumption and rice circle culture, conformity consumption, advanced consumption, and so on. As a “network aboriginal”, the group of college students has become the most important audience group for webcast. In this case, the great impact of consumerism on the consumer psychology of college students is self-evident.