Research On The Influence Of Internet Celebrity Live Broadcast On The Purchase Decision Of University Student Fan Group

With the rapid development of the Internet,the popularization of smart terminals,and people’s full use of fragmented time,the brand-new marketing method of Internet celebrity live broadcasts has developed rapidly.With the use of technology,with the investment of large amounts of funds,it has transformed into an emerging industry.College students have become a very representative fan group and consumer group in the online celebrity live broadcast industry because of their strong curiosity and ability to accept new things.According to related studies,there are huge challenges behind the online celebrity live broadcast industry.In the current information age,research on the purchasing decisions of college student fan groups under the online celebrity live broadcast is particularly important.A research framework was built based on the AISAS model and sent to colleges and universities in the form of questionnaires,and 305 valid survey feedback data were recovered.Based on the empirical analysis of AMOS 24.0 and SPSS 23 software tools,it verified the influence factors of the online celebrity live broadcast process on the purchase decision of the college student fan group.The high-quality live content of the Internet celebrity during the live broadcast process,the personal charm of the Internet celebrity,the effectiveness of the live broadcast of the Internet celebrity,the fans’ recognition of the Internet celebrity during the live broadcast process,the incentive mechanism during the live broadcast process,and the influence of the Internet celebrity during the live broadcast process The interactivity of fans,the trust of fans in Internet celebrities,the convenience of ordering by fans and the sharing among fans can affect the purchase intention of college student fan groups.Through the analysis of influencing factors,combined with the five major links of the purchase decision,some suggestions are made to Internet celebrities,government regulatory agencies,and live broadcast platforms.For Internet celebrities,they should attach great importance to live broadcast content,create unique IP,rationally plan their own image,and enhance interactivity during the live broadcast.For government regulatory agencies,the regulatory system should be improved,and correct public opinion guidance should be strengthened.For live broadcast platforms,scientific and technological means should be used to improve the monitoring and recommendation mechanism.Finally,a special chapter is set up to reflect on the outlook.In the future,the Internet celebrity live broadcast will develop in the direction of precision,personalization and intelligence,and the fan base will become larger and more youthful.