2.1 Internet celebrity economy 5

2.2 College students’ purchasing intention 5

Chapter three  Research Design 8

3.1 Theory model 8

3.2 Research hypothesis 9

3.3 Questionnaire design and survey 11

Chapter Four  Results 12

4.1 Sample analysis 12

4.2 Internet celebrity inpiduals 13

4.3 Product value 13

4.4 Promotion methods 14

4.5 Brand image 15

Chapter Five  Conclusion and Suggestions 16

5.1 Research conclusion 16

5.2 Suggestions for internet celebrity economy 17

5.3 Suggestions for college students 17

References 19

Appendix 21

Influence of Internet Celebrity Economy on College Students’ Purchasing Intention

Chapter One  Introduction

1.1 Backgrounds

1.1.1 The development of internet celebrity

According to the 41st Statistical Report on Internet Development in China that the China Internet Network Information Center (CNNIC) released in Beijing，as of December 2017, the number of Internet users in China has reached 772 million, with a penetration rate of 55.8%, and among the network entertainment apps，the annual growth rate of live-viewing users is the highest, reaching 22.6%. According to statistics, in 2016 alone, the scale of the Internet celebrity economy industry reached 58 billion.

Internet Celebrity Economy is relying on the rapid development of the Internet social platform and has received very extensive attention. "papi sauce", who was rated "China's No. 1 Internet celebrity in 2016," obtained a joint investment by many companies, totaling 12 million yuan. Xueli opened a store in Taobao, Only in 2015, it achieved a turnover of over 200 million yuan.

At present, the market scale of the Internet celebrity economy has been over 100 billion yuan. In the short term, the industry may accelerate its expansion，And in the long term, the Internet celebrity groups with different strength will have internal delamination，and all of them will cooperate with different liquidity models to form a relatively stable pyramid structure.

1.1.2 Consumer characteristics of college students

At present, college students are all born in the 90s and have different personal characteristics and consumption perspectives. They have a lot in common such as the preference for uniqueness, the pursuit of inpiduality, self-expression and interest in new things although it always lasting a short period of time. As a huge consumer group, they are an important part of the social consumer group and are also the main force of some Internet celebrity consumption. As a young consumer group, college students are pursuing fashion, trend, persification and personalization when they conduct purchasing behaviors.

In summary, the rapid development of China's Internet celebrity economy is inseparable from the group of college students, this article embarks on the Internet celebrity economy to study the impact of it on college students' purchase intention, hoping to provide theoretical guidance for optimizing the marketing model and helping college students to establish the correct consumption views.

1.2 Current status of the research 网红经济对大学生购买意愿的影响(2):http://www.chuibin.com/yingyu/lunwen_206038.html