网红经济对新时代年轻消费者行为的影响探究

Exploring the Impact of Internet Celebrity Economy on Consumer Behavior of Young Consumers in the New Era

本文以大学生群体为研究对象,探究发展迅猛的网红经济对年轻群体消费行为的影响,剖析网红经济影响过程中其消费行为特征,引导帮助高校学生树立正确的价值观和消费观。本研究通过问卷调查收集了462份有效数据,结果显示当代高校学生消费现状存在:(1)理性合理消费与情绪化盲从消费观念并存;(2)对“网红”关注度较高且渠道多元化;(3)行为及心理上偏物质享受轻精神追求;(4)自身及外界环境的消费教育理念相对欠缺等。网红经济对高校学生消费行为产生的积极影响有降低消费成本、便捷高效,助推创新创业、促进经济发展,开拓精神视野、转变传统观念等;消极影响有促进超额消费、陷入消费误区,追求享乐主义、忽视精神层面,分散时间精力、偏移学习重心等问题。

This paper focuses on college students to explore the impact of the rapidly growing Internet celebrity economy on the consumption behavior of young people.It analyzes the characteristics of consumption behavior in the process of the internet celebrity economy’s influence and aims to guide and help college students establish correct values and consumption views.Through a survey collecting 462 valid responses,the results indicate current consumption trends among contemporary college students:1)Rational and reasonable consumption coexists with emotional blind obedience.2)Attention is highly paid to“internet celebrities”with diverse channels.3)Behavioral and psychological tendencies towards material enjoyment over spiritual pursuits.4)The consumer education philosophy from both self-perception and the external environment is relatively lacking.The positive impacts of the Internet celebrity economy on college students’consumption behavior include reducing consumption costs,providing convenience and efficiency,boosting innovation and entrepreneurship,promoting economic development,expanding mental horizons,transforming traditional viewpoints,etc.However,the negative impacts involve promoting excessive consumption,falling into consumption misconceptions,pursuing hedonism,neglecting the spiritual pursuit,and diverting attention away from learning,etc.