Research On Irrational Consumption Behavior Of College Students In The Environment Of Internet-Celebrity-Economy

With the popularity of the mobile Internet and the development of various Internet platforms,the group of self-media has grown rapidly,the threshold for individuals to become Internet celebrities has dropped rapidly,and the Internet-celebrity-economy has emerged.Under the Internet-celebrity-economy environment,college students have advanced consumption,excessive consumption,impulse consumption and other events occur from time to time,and consumerism and hedonism are prevalent.This will not only interfere with the establishment of correct values by college students,but also cause harm to the healthy development of individuals and the orderly operation of society in the long run.Therefore,through literature review,in-depth interviews,questionnaire surveys,etc.,this paper sorts out and studies the Internet-celebrity-economy on the one hand,and makes suggestions for its healthy development.On the other hand,it aims to explore and study the characteristics and mechanisms of irrational consumption behavior of college students under the Internet-celebrity-economy environment,and then put forward suggestions for improvement,guide college students to change their consumption habits,and establish a correct and healthy view of consumption.Based on the SOR model theory and Fogg behavior model,combined with in-depth interviews,this paper constructs a model of irrational consumption behavior of college students under the Internet-celebrity-economy environment,so as to study the internal mechanism of irrational consumption behavior of college students.311 valid samples were collected in the form of an online questionnaire and hypotheses were tested using structural equation models.It is found that the motivational factors composed of emotions,expectations and group influence have a significant positive impact on the irrational consumption behavior of college students under the Internet-celebrity-economy environment.The ability factors composed of advanced consumption,trust and psychological cost have a significant positive impact on the irrational consumption behavior of college students under the Internet-celebrity-economy environment.The trigger factors composed of sparks,guides,and signals have an indirect impact on the irrational consumption behavior of college students under the Internet-celebrity-economy environment.Motivation plays a mediating role between the trigger and the irrational consumption of college students under the Internet-celebrity-economy environment.Ability plays a mediating role between triggers and irrational consumption by college students in the Internet-celebrity-economy environment.This paper expands the research ideas for the research of irrational consumption behavior of college students under the Internet-celebrity-economy environment,and verifies the internal mechanism of irrational consumption through empirical analysis,which has guiding significance for college students to establish a correct view of consumption.