网红营销模式对大学生消费行为的影响

The Influence of Internet Celebrity Marketing Model on College Students’ Consumption Behavior

本文通过发放调查问卷的方式对徐州市大学生消费意愿进行调查,利用调查数据分析网红营销模式对大学生消费观与消费行为的影响,以徐州市大学生为调查对象,运用分层二阶段的抽样方法,通过线上调查的方式发放问卷。初步处理并检验问卷数据后,运用列联表分析的方法探讨在网红营销模式中消费是否会促使超前消费行为的产生,分析得出购买网红产品的群体超前消费的金额总是大于未购买网红产品的群体。接着通过建立基于二元选择的logit模型对影响大学生购买决策行为的因素进行回归分析。最后从大学生自身以及社会层面提出如何更好地引导大学生建立绿色健康的消费观的相关建议。

This paper investigates the consumption intention of college students in Xuzhou City by issuing questionnaires, and uses the survey data to analyze the influence of the Internet celebrity market-ing model on college students’ consumption outlook and consumption behavior, using a stratified two-stage sampling method and issuing questionnaires through online surveys. After preliminary processing and testing of the questionnaire data, the method of contingency table analysis is used to explore whether consumption in the marketing mode of Internet celebrities will promote the gen-eration of excessive consumption behavior, and the analysis shows that the amount of excessive consumption of the group that buys Internet celebrities is always greater than that of the group that does not buy Internet celebrities. Then, the logit model based on binary choice is established to conduct regression analysis on the factors that influence college students’ purchasing deci-sion-making behavior. Finally, from the college students themselves and the social level of how to better guide college students to establish a green and healthy consumption view of the relevant suggestions.