摘 要

“网红”一词在近两年被人不断提及，大学生中关注了解或者听说网红的人数也在不断上升，由于门槛较低，越来越多年轻人也尝试加入这一新兴行业。本论文在详尽分析了前人相关资料和文献的基础上将对价值观的影响分为积极和消极两个方面，对消费行为的影响分为六大要素进行阐述，运用问卷调查和比例分析得出结论并提出建议。

通过调查发现网红对大学生价值观的积极影响包括促进大学生的社会责任感、多元的价值体系和激发实干创新精神。消极方面的影响包括滋长了大学生爱慕虚荣、享乐主义和拜金主义思想。对于消费行为的影响分为六大方面，分别是大学生为追逐时尚潮流的而消费的比例上升；刺激了大学生对于服装、化妆品、鞋子箱包的需求；愿意为网红店铺更高的溢价买单；通过微博、微信、QQ等各类社交娱乐平台进行网红消费的人数不断上升；注重商品的品牌但并不排斥购买高仿品牌；网红个人形象和他人评价对大学生购物前的信息搜索有较高的影响。

关键词：网红；大学生；价值观；消费行为

Research on Internet celebrities influence on college values and consumer behaviors Survey

ABSTRACT

The word "instant online celebrities" in the past two years were mentioned frequently, the number of college students which having listening is also rising, It is easy to become an internet star when more and more young people try to join this emerging industry. This paper in the basis of detailed analysis of the relevant data and documents will be the impact on the values can be divided into positive and negative two aspects, the impact on consumer behavior is divided into six main factors, using the questionnaire survey and ratio analysis conclusions and Suggestions are put forward.

Through the survey found instant online celebrities to the positive impact of the undergraduates' values is to promote students' social responsibility and pluralistic value system and stimulate the innovative spirit. The negative effects include the tendency of college students to be vain, hedonistic and materialistic. The impact of consumer behavior is divided into six categories: the proportion of college students who chase the fashion trend is rising. Stimulating college students' demand for clothes, cosmetics and shoes. Willing to pay higher premiums for online red shops; The number of people using social entertainment platforms such as weibo, WeChat, QQ and other social entertainment platforms has increased. Brands that focus on products but are not averse to buying high-imitated brands; The image and evaluation of online celebrities have a high impact on the information search before university students shopping.

Key words: . Internet celebrities；College students；Values;；Consumer behavior

目 录

1 绪论 1

1.1 研究背景 1

1.2 研究目的和意义 1

1.3 研究现状 1

1.3.1网红对青少年价值观的影响 1

1.3.2崇拜群体对消费行为的影响 2

1.3.3网红对消费行为的影响 2

1.4 研究内容与研究方法 3

2国内网红发展现状与问题分析 4

2.1网红发展历程 4

2.2网红的概念和特征 4

2.3网红发展存在的问题 5

3网红对大学生价值观的影响分析 6

3.1 网红对大学生价值观的积极影响 6

3.1.1网红对大学生社会责任感影响因素分析 6

3.1.2网红对于大学生多元价值观的影响 7

3.1.3网红对于激励大学生实干创新精神的影响 10

3.2 网红对大学生价值观的消极影响 12

3.2.1对大学生爱慕虚荣倾向的影响 12

3.2.2对大学生拜金主义的影响 14

3.2.3对大学生享乐主义的影响 15

3.3小结 16

4网红对大学生消费行为的影响分析 18

4.1网红对大学生购买动机的影响 18

4.2网红对大学生购买产品类别的影响 18

4.3网红对大学生购买价格的影响 19

4.4网红对大学生购买渠道的影响 20

4.5网红对大学生品牌选择的影响 20

4.6网红对大学生信息搜索的影响 21

4.7小结 24

5 结论与展望 25

5.1 研究结论 25

5.2 引导大学生价值观形成方面的对策建议 25

5.3提升网红营销效果的对策建议 26

5.4 研究局限与展望 27

5.4.1研究局限 27

5.4.2研究展望 27

致 谢 28

参考文献 29

附件 30