Research on the Consumption Behavior of Gen Z within the Context of the Internet Celebrity Economy

Abstract

This paper delves into the consumer behaviour characteristics of the Generation Z group and its influencing factors in the context of the Internet celebrity economy. Through literature review and questionnaire survey, the study found that the Internet celebrity economy, with its low-cost and diversified features, has attracted a large number of fans through content creation and social interaction, forming a new economic model. As the aborigines of digital technology, Generation Z’s consumption behaviour has been significantly influenced by the Internet celebrity economy, showing digital consumption trends, personalised and differentiated needs, increased environmental awareness and social responsibility, as well as the trend of linked consumption and experiential consumption. The paper further analyses eight major factors influencing the consumption behaviour of Generation Z, including the price of Internet celebrity-recommended goods, credibility, interaction rate, display method, social influence, content recognition, conformity to trendy consumption needs, and social platform promotion. The results of the study show that the quality of goods and preferential policies recommended by Internet celebrities are the key factors influencing the consumption behaviour of Generation Z. At the same time, the attitudes of other consumers and the intervention of third-party factors also have a significant impact on Generation Z’s consumption behaviour. Based on the results of the study, this paper proposes countermeasures and recommendations for Internet celebrities, consumers, and relevant live-streaming platforms, as well as an outlook on the depth and breadth of future research.