The Influence of Internet Celebrities on the Purchase Intention of College Students

Abstract

With the rapid development of Internet technology, Internet celebrity marketing has become an emerging value creation model of the Internet.Nowadays, the Internet celebrities have become an important factor affecting consumers' purchase intention.In order to promote the continuous expansion and development of Internet celebrity marketing.It is necessary to research how the  Internet celebrities influence the purchase intention of consumers.This study selected college students in first-tier cities as samples, collected relevant data through online questionnaire, and studied the influence of four characteristics of Internet celebrities on the purchase intention of college students based on principal component regression model and K-means clustering algorithm. Through the principal component regression model, the linear regression equation affecting the purchase intention of college students and the popularity of Internet celebrities have the greatest influence on the purchase intention. At the same time, the k-means clustering algorithm is used to cluster the original indicators, and the conclusion that the popularity of Internet celebrities has the greatest influence on the purchase intention of college students is verified again.