摘要
明星的影响力正逐步渗透到生活的各个领域,大学生作为互联网使用的主力军和潮流文化的受众群体,消费时更易受到明星效应的影响。文章通过对大学生进行问卷调查,发现大学生消费能力强大,存在盲目消费现象,并且大学生偏好消费明星代言的产品。由粉丝经济视角分析发现,新媒体时代下的“明星效应”引导大学生消费,影响大学生的消费动机和观念。因此,国家、社会、学校以及个人需从多方面努力,引导大学生在消费时正确对待“明星效应”。
The influence of stars is gradually permeating into every field of life.As the main force of Internet use and the audience of fashion culture,college students are more susceptible to the influence of star effect when they consume.Through the questionnaire survey of college students,we found that college students have strong consumption ability,there is a phenomenon of blind consumption,and college students prefer to consume celebrity endorsement products.From the perspective of fan economy,it is found that the“star effect”in the new media era guides the consumption of college students and affects their consumption motivation and concept.Therefore,the country,the soci-ety,the school as well as the individual need from many aspects diligently,guides the university students to treat the“star effect”correctly when they consume.
作者
汤昕冉
徐艺丹
陈桢玥
Tang Xinran;Xu Yidan;Chen Zhenyue(Suqian College,Suqian,Jiangsu,223800)
出处
《市场周刊》
2022年第6期146-149,共4页
Market Weekly
基金
2021年宿迁学院校级大学生创新训练项目“新媒体时代‘明星效应’对大学生消费的影响——基于粉丝经济视角”(2021XSJ112Y)的研究成果,项目指导老师为宿迁学院商学院包也老师。
关键词
“明星效应”
新媒体
大学生消费
粉丝经济
“star effect”
new media
college students consumption
fan economy
