网络时尚达人对女大学生消费行为的影响研究——以呛口小辣椒为例

Online Fashioner's Influence on the Consumer Behavior of Female College Students——Take Choking Mouth Peppers as Example

网络时尚达人自网络媒体兴起,他们代表了平民的时尚追求,同时也影响着大众的消费行为。本文以网络时尚达人的典型代表"呛口小辣椒"为例,阐述网络时尚达人在时尚态度、消费行为、购买态度等层面,通过微博等传播途径,正潜移默化地影响着女大学生对于时尚的认知,进而改变她们的购买态度以及消费行为。

Network fashioner, since the rise of online media, represent the civilians in the pursuit of fashion, but also affect the public＇s consumption behavior. This paper, by a typical representative of the network fashion people ＂ Choking mouth peppers＂,seeks to elaborate the network fashion attitude, consumer behavior, buying attitudes and levels, through routes such as the blog it affects the consumer behavior of the female college students, and changes their consuming attitude and behavior.