Abstract:With the advancement of science and technology and the rapid development of the Internet social platform, the emerging marketing model of Internet celebrity economy has received very extensive attention. The marketing model of celebrity economy caters to the college students' pursuit of inpiduality and meet the needs of college students in persifying their choice of commodities.

On the basis of literature review, the influence factors can be pided into four dimensions ,they are internet celebrity inpiduals, product value, promotion methods and brand image. Through analyzing the relationship between these factors with college students’ purchasing intention, the thesis puts forward the research hypothesis. After the questionnaire distribution, data collection and analysis, this paper obtained the main conclusions: product quality, internet celebrity inpiduals, multi-promotion methods and after-sale service are the main influencing factors of college students’ purchasing intention. Based on this, we further propose the suggestions for the development of internet celebrity economy: (1)Pay attention to the quality of products and service, improve the core competitiveness. (2)Take advantage of the active guidance of internet celebrities. (3)Make full use of multi-channel marketing. In addition, suggestions are given for setting up the correct consumption concept for contemporary college student consumers: (1)Avoid impulsive consumption and advance consumption, don't follow and compare with others blindly. (2)Cultivate perse interests, focus on learning, and strive for comprehensive development.

Key Words: Internet Celebrity Economy     College Student     Purchasing Intention 

摘 要:  随着科技的进步和互联网社交平台的迅速发展，网红经济这一新兴的营销模式得到了非常广泛的关注。而大学生，作为这些年轻网民中的一大消费群体，其网络消费需求及能力正在不断增长中。网红的营销模式正迎合了大学生这种追求自我与个性的特征，满足了大学生们多样化选择商品的需求，也因此吸引了一大部分的大学生对网红所推荐产品及服务的消费。

  本文以消费者购买意愿影响因素的相关文献为基础,构建网红经济对大学生消费者购买意愿影响因素的多元回归模型,结果表明:产品品质、网红作用、推广方式和品牌形象都正向影响大学生消费者的购买意愿。其中，产品质量、网红专业性、多渠道推广和售后服务影响作用较为显著。基于此,进一步提出网红经济发展建议:(1)重视产品与服务质量,提高核心竞争力;(2)网红发挥积极引导作用，将优势与创投的产业进行融合，实现产业升级。(3)充分利用多渠道营销,借助多种社会化媒体平台,实施多渠道宣传推广,以适应消费者多渠道、碎片化的购物方式。另外，也为当代大学生消费者树立正确的消费观提出了建议：（1）避免冲动消费和超前消费，不盲从，不攀比。（2）培养多样化兴趣，专注学习，争取全面发展。

关键词：网红经济     大学生     购买意愿      

Contents

Abstract i

摘 要 ii

Chapter One  Introduction 1

1.1 Backgrounds 1

1.2 Current status of the research 2

1.3 Research purpose and significance 3

1.4 Research framework 4

Chapter two  Theory Review 网红经济对大学生购买意愿的影响:http://www.chuibin.com/yingyu/lunwen_206038.html