The Correlation Analysis for New Media Internet Celebrity Economy in College Students’ Entrepreneurial Values and Entrepreneurial Behavior

Abstract

Driven by the development of new media, the Internet celebrity economic marketing model has gradually become one of the mainstream online marketing models. It has aroused warm attention on the network platform and provided a breakthrough for entrepreneurship for college students. This thesis aims to explore the influence of the Internet celebrity economy on college students’ entrepreneurial values and entrepreneurial behavior. A questionnaire is conducted among students in two colleges in Xi’an. Moreover, a theoretical model is constructed according to the influence principle of entrepreneurial values on entrepreneurial behavior. The reliability and validity of the questionnaire data are analyzed, and the mediating and moderating effects are tested. The results of the questionnaire show that contemporary college students generally pay attention to Internet celebrity mainly through live broadcast platforms and shopping platforms, among which entertainment and shopping account for the largest proportion. More than 40% of college students are optimistic about the impact of Internet celebrity economy and remain rational and objective on the whole. The results of model analysis show that the standardized path coefficient of entrepreneurial values on entrepreneurial behavior reaches a significant level of 0.85, and entrepreneurial values have a positive and significant impact on entrepreneurial behavior. The influence coefficient of the Internet celebrity economy on entrepreneurial intention is 0.79, and the influence coefficient of entrepreneurial intention on entrepreneurial behavior is 0.84, both reaching a significant level. The entrepreneurial intention has an incomplete intermediary effect in the influence mechanism of the Internet celebrity economy on entrepreneurial behavior. The chain double intermediary composed of entrepreneurial motivation and entrepreneurial intention has an incomplete intermediary effect in the indirect impact path of the Internet celebrity economy on entrepreneurial behavior. The influence coefficient of the product of entrepreneurial intention and entrepreneurial policy satisfaction on entrepreneurial behavior is 0.17, which is always greater than −12.28, indicating that entrepreneurial policy satisfaction has a regulatory effect in the impact path of entrepreneurial intention on entrepreneurial behavior. The research results can guide college students to view the Internet celebrity economy rationally and objectively, and provide some guidance for them to have correct entrepreneurial values.

Study on the Influence of Internet Celebrity Economy on Consumption among College Students

“…Especially in the context of the increasingly developed network, college students are willing to try the freshness and stimulation brought by the network. College students pursue fashion, and some Internet celebrity products conform to the consumption concept of college students, to meet the personalized pursuit of current college students [3] ; In addition, college students lack of economic foundation, well-known brands of cosmetics, electronic products, daily necessities and other college students cannot afford, and Internet celebrity economic products are generally recommended by Internet celebrities of small brand products, low price, good quality, can meet the needs of college students, and some products have great discounts, which reduce the cost of college students, It is of great significance to guide college students to consume rationally. In addition, some Internet celebrities have an optimistic attitude toward life and positive fighting spirit, which plays an important role in guiding college students to establish a positive attitude toward life and plan their own life scientifically.…”

Entrepreneurial university support and entrepreneurial career: the directions for university policy to influence students’ entrepreneurial intention and behavior

“…Nwosu et al (2022), Wang and Ortiz (2022) and Aparicio et al (2019) confirmed the entrepreneurial intention of the students is necessary to develop their entrepreneurial business. However, Tingting et al (2022) reported entrepreneurial behavior of students is developed when they have support from family (Lack eus, 2020), educational institutes (Xiang and Wang, 2022) and government (Hoang et al, 2022). The scholars critically discussed entrepreneurship intention and behavior of students but ignored their entrepreneurial careers, a variable advocated by Chen et al (2018).…”

“…However, Tingting et al . (2022) reported entrepreneurial behavior of students is developed when they have support from family (Lackéus, 2020), educational institutes (Xiang and Wang, 2022) and government (Hoang et al ., 2022). The scholars critically discussed entrepreneurship intention and behavior of students but ignored their entrepreneurial careers, a variable advocated by Chen et al .…”