论文总字数：31114字

摘 要

当前，互联网应用技术越来越注重个性体验的完善和发展，网络媒介和平台越来越多元化。多元化的平台带来了全新的网红概念。网红善于抓取网友喜好、晒粉丝关注的衣食住行，精通摄影创造良好的画面感，与粉丝互动频繁，包装自己打扮成时尚先锋，并且无时无刻不在植入广告。网红的这些特征具有很强的感染力，会影响很多人，尤其是大学生群体。大学生群体是互联网最忠实的追随者，每天会受很多来自互联网的信息影响。网红带来的时尚潮流讯息也在逐渐地影响大学生的消费行为。

目前研究网红的媒体文章很多，研究大学生消费行为的文献也较多，但是较少有将这两者联系起来的研究成果。本文总结了网红的相关概念、分类、商业模式、变现方式以及大学生消费行为等相关知识，应用访谈、问卷调查和文献综述法，讨论网红效应对大学生消费行为的影响因素，进而研究不同类型的网红对大学生消费的影响效果。结果表明，网红效应对大学生消费能够产生一定的影响，其中影响的主要因素为大学生性别、所售商品类别和不同的承载平台。大学生目前最关注的网红类型是专长网红，但不同类型的网红对大学生消费的影响效果不同，影响女大学生程度最大的是颜值网红，而影响男大学生程度最大的是电竞网红；最吸引女大学生的商品种类是服饰美妆，最吸引男大学生的商品种类是电竞周边产品；最易引发大学生消费的平台是短视频平台。研究的结论旨在为产生大学生消费的网络平台提出参考建议。

关键词：网红 网红效应 大学生消费行为 影响因素 影响效果

An Analysis of the Influence of Internet Celebrities Effect on College Students' Consumption Behavior

Abstract

At present, Internet application technology is more and more focus on the improvement and development of personality experience, network media and platform are more and more diversified. The diversity of the platform brings a new concept of Internet celebrities. Internet celebrities are good at crawling friends, picturing the fans concerned about the basic necessities of life, proficient in photography to create a good sense of the screen, and interacting with fans frequently, packaging their own fashion pioneer, and implanting advertising all the time. These features of Internet celebrities have a strong appeal, will affect a lot of people, especially college students. College students are the most faithful followers of the Internet. They will be affected by a lot of information from the Internet every day. Internet celebrities brought the trend of fashion information is also gradually affecting the behavior of college students. There are many media who study Internet celebrities at present, and there are many studies on the behavior of college students, but there are few studies that will link the two. This paper summarizes the related knowledge, application interview, questionnaire and literature review of the related concepts, classification, business model, realization mode and college students’ consumption behavior, discusses the influencing factors of the Internet celebrities effecting on the college students’ consumption behavior, and then studies the different types of the Internet celebrities impacting of college students’ consumption.

The results show that, there is a certain effect on the consumption of college students by Internet celebrities, in which the main factors are the gender of college students, the sale of goods categories and different bearing platform. Currently most concerned about the Internet celebrities type by college student is the special Internet celebrities. However, the effect of different types of Internet celebrities on the impact of college students’ consumption is also different. The largest fans of Internet beauty celebrities are female college students and the largest fans of Internet gaming celebrities are male college students; the most attractive goods type for female students is the beauty of clothing, the most attractive goods type for male students is gaming products; the most likely to trigger the consumption platform for college students is the short video platform. The conclusion of the study aims to provide reference recommendations for the network platform.

Keywords: Internet celebrities; effect of Internet celebrities; college students consume behavior; influence factors; results of the effects

目 录

摘要 I

Abstract II

第一章 引言 1

1.1 研究背景和目的 1

1.1.1 研究背景 1

1.1.2 研究目的 1

1.2研究现状、方法和意义 2

1.2.1研究现状 2

1.2.2 研究方法 5

1.2.3 研究意义 5

1.3 研究内容 6

第二章 网红效应和大学生消费行为的概述 7

2.1 网红效应的概述 7

2.1.1 网红的类型 7

2.1.2网红效应的概念 12

2.2 大学生消费行为的基本特征 13

2.3网红效应与大学生消费行为的联系 14

2.4 本章小结 14

第三章 网红效应对大学生消费行为的影响因素分析 15

3.1 调查概述 15

3.1.1调查背景 15

3.1.2调查样本选择 16

3.1.3调查方法 16

3.2调查方案的设计 16

3.2.1访谈 16

3.2.2问卷的设计 17

3.2.3调查问卷的发放与回收 17

3.3 调查问卷描述与分析 17

3.3.1调查问卷的描述 17

3.3.2调查问卷的分析 22

3.4 本章小结 24

第四章 不同类型的网红对大学生消费行为的影响力效果分析 25

4.1多维度分析网红对大学生消费行为的影响力效果差异 25

4.1.1网红类型维度 25

4.1.2承载平台维度 26

4.1.3商品类别维度 26

4.2网红对大学生消费的影响效果对网络消费平台的参考意义 28

4.3本章小结 29

第五章 总结与研究展望 30

5.1 总结 30

5.2 本文贡献 30

5.3 研究局限性和未来研究方向 30

参考文献 32

附录 34

致谢 37

第一章 引言

1.1 研究背景和目的

1.1.1 研究背景

十多年前，电视、电影、广播、书刊杂志还是大多数中国人获得信息的主要媒介。在那种时期下，人们的购物也是利用传统的购物方式，即自发产生购物需求，或者通过这些媒介上的信息和广告产生购物需求，继而花费大量的人力和时间成本去多个商场搜集商品信息，对比商品的质量、价格、材质等多方面因素，在货比三家之后才能做出购买决策。传统媒体当前面临的问题在于用户联系不紧密^[1]。近几年，随着信息科技的高速发展，互联网行业的发展颠覆了传统的消费模式，科技的进步促使一大批网络新媒体应运而生。现在人们的消费受到新的消费环境的影响。

请支付后下载全文，论文总字数：31114字