网红推荐对于大学生化妆品购买行为的影响研究

网红正是处于社交平台中的意见领袖，网红们大多是在某个领域(大多是美妆、摄影、时尚、搞笑等领域)具有极高发言权的人。他们在社交平台上网罗了一群关注他们所处领域的粉丝，由此精准的进行广告投放，产生经济效应。而在这个过程中，粉丝群体的行为就很值得我们去研究，本文我们以美妆网红对大学生购买行为影响为研究内容，研究美妆网红对大学生的影响力。

关键词：网红；大学生；购买行为

 Research on the Effect of Internet Reds Recommendation on College Students' Cosmetic Purchase Behavior

Abstract: Internet Reds is an opinion leader in the social platform.Internet Reds is mostly a person who has a very high voice in certain fields (mostly in the areas of beauty, photography, fashion, and funny). They socialize with a group of fans who are concerned about their field in the social platform, so that the accurate placement of advertisements has an economic effect. In this process, the behavior of fan groups is very worthy of our research. In this paper, we use the influence of Recommended Cosmetics Network Reds on the purchase behavior of college students as the research content to study the influence of Recommended Cosmetics Network Reds on college students.

Key words: Internet Reds; College students; Purchase behavior

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