The Factors of the Internet Celebrities Influencing the Chinese Consumers on the Demand for their Products
From the empirical point of view, this study proposes the research hypothesis and model of the research on the development of the internet celebrity economy, and the research status of consumer purchasing decisions, combined with the empirical research of some researchers and designs the questionnaire and scale. The factors affecting consumer purchase decisions under the Internet celebrity economy were analyzed. At the end of the whole thesis, combined with the research process and research results, some suggestions were put forward for internet celebrity group, internet celebrity economy, internet celebrity fan consumers, and the research shortcomings and prospects of this study were summarized.
Keywords - Internet Celebrity, Marketing, Consumer Purchasing Decision