网红效应下延吉市土特产消费行为研究  

Study on the Consumption Behavior of Local Specialties in Yanji City under Internet Celebrity Effect

作　　者：段莹 申佳琦 李银河[1] Duan Ying;Shen Jiaqi;Li Yinhe(Yanbian University,Yanbian 133002,Jilin,China)

机构地区：[1]延边大学,吉林延边133002

出　　处：《农业技术与装备》2024年第10期48-50,53,共4页Agricultural Technology & Equipment

摘　　要：在互联网和短视频快速及蓬勃发展的时期,从2023年初,延吉市以“美食之都”“延边公主”等话题在社交平台引起广大网友关注,明太鱼、辣白菜、朝鲜族服饰等延边朝鲜族特产迅速在网络上走红,这些土特产在购物平台上销售订单持续增长。文章通过问卷调查和网络文本分析收集相关数据,探究网红效应下消费者对于延吉市土特产的消费行为的影响。结果表明,在消费商品条件相同下,网红效应对消费者的消费行为是呈正向显著的影响。In the period of rapid and booming development of the Internet and short videos,from the beginning of 2023,Yanji city with"Food Capital","Yanbian Princess"and other topics in the social platform attracted the attention of the majority of netizens,Gadus chalcogrammus,spicy cabbage,Korean clothing and other Yanbian Korean specialties quickly became popular on the Internet,not only that,these local specialties in the shopping platform sales orders continued to grow.This paper collected relevant data through questionnaire survey and network text analysis to explore the influence of consumers on the consumption behavior of local specialties in Yanji under the Internet celebrity effect.The results showed that under the same consumption conditions,the Internet celebrity effect has a positive and significant impact on consumer behavior.

关 键 词：边境城市 消费行为 延吉市 土特产 网红效应 

分 类 号：F327[经济管理—产业经济]