Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
Series Vol. 70 , 08 January 2024
Open
Access | Article
The Impact of Internet Celebrity Economy on Shopping Decision-making from the Perspective of Attention Economy: An Empirical Study on Fast-moving Consumer Goods
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Abstract
Facing the increasing consumer purchasing power and diverse range of products available, matching the supply side with the demand side has become a pressing issue in the contemporary consumer market. In this context, the phenomenon of internet celebrity economy has emerged and flourished. This study takes the fast-moving consumer goods industry as an example and applies data analysis methods to investigate the impact of the internet celebrity economy on shopping decision-making from the perspective of attention economy. The following conclusions are drawn: First, based on descriptive statistics, this study identifies three key factors for the effectiveness of the internet celebrity economy, namely, expanding promotional coverage, utilizing the bandwagon effect, and broadening communication and commenting channels. Second, using weighted analysis, this study evaluates the key factors influencing shopping decision-making and highlights the importance of “user scenarios.” Third, through K-Means cluster analysis, this study categorizes consumers on internet celebrity platforms into four groups: active consumers, conservative consumers, mass consumers, and elite consumers. Finally, using the fast-moving consumer goods industry as an example, this article provides relevant recommendations from the perspectives of platforms, merchants, and internet celebrity bloggers.
Keywords
Internet celebrity economy, attention economy, shopping decision-making
References
1. Geng, N., & Xie, X. (2020). Development of influencer marketing models in the attention economy era. Youth Journalist, 14, 104-105.
2. Gong, Y. (2021). The impact of information strategies on consumer engagement in the influencer economy. (Doctoral dissertation, Harbin Institute of Technology).
3. Li, D. (2019). Analysis of the operation of influencer economy business models from the perspective of attention. (Master’s thesis, Hunan University).
4. Zhang, W. (2016). Monetization of attention and the influencer economy. Journal of Journalism and Communication, (15), 111-112.
5. Gu, P. (2017). Relationship empowerment: A study of the production mechanism of the influencer economy under the logic of the internet. (Doctoral dissertation, Guangxi University).
Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
- ISBN (Print)
- 978-1-83558-271-8
- ISBN (Online)
- 978-1-83558-272-5
- Published Date
- 08 January 2024
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/70/20231665
- Copyright
- 08 January 2024
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited