网红经济下KOL对消费者购买决策的影响因素的实证研究

广东东软学院本科毕业设计（论文）AbstractAgainst the background of the outbreak in early 2020,the Internetcelebrity economy broke out.Coupled with the explosive growth of themedia before 2020 and the continuous improvement of China's Internetpenetration rate,the webcast economy has ushered in exponential growthThe large scale of the network live broadcast market has caused manyKOLs to enter the market.But KOLs who have not been regulated by themarket,how to get a slice ofthe net red economy is what this article wantsto study.The author predicts the influence factor of KOL on consumerpurchase decision through analysis and study of literature and marketresearch.The author establishes research hypotheses and theoreticalmodels,and then verifies them through questionnaire surveys and dataanalysis combined with case analysis.This article distributesquestionnaires through various channels,and uses spss24.0 fordescriptive statistics,reliability analysis,validity analysis,correlationanalysis combined with case analysis and uses statistical knowledgeanalysis to verify research hypotheses and draw conclusions to providerecommendations.All in all,this article analyzes the influence factors ofKOL on consumers'purchasing decisions in the context of the Internetcelebrity economy from an empirical perspective.Combining literature,survey data and actual cases provides KOL with valuable marketingadvice,provides merchant brands with valuable promotion,managementadvice,and provides consumers with reasonable consumption advice,which in turn helps the Internet celebrity economy thrive.Key words:Net Red Economy;Consumer buying decision;KOLMarketing