Market Position and Consumer Research on Internet Celebrity Fashion
- DOI
- 10.2991/assehr.k.200826.105How to use a DOI?
- Keywords
- Internet celebrity, Internet celebrity fashion, Consumer market, Consumer psychology
- Abstract
Under the background of Internet celebrity economy and diversified development of clothing market, this paper analyzes the emergence, characteristics and development trends of “Internet celebrity fashion”. Meanwhile, it studies the consumers of Internet celebrity fashion. This paper summarizes the operational characteristics of Internet celebrity fashion, the methods of influencing consumers, makes a conclusion on the position of Internet celebrity fashion, and predicts the prospects. According to the research results, people visit the so-called Internet celebrity Fashion shop online and buy products mainly due to the need. Instead of following the celebrity, 62.96% of the respondents attach more importance on the visual effect of the presentation of the products through the celebrity. Besides, the loyalty of 66% of the respondents to the celebrity fashion brand is not stable. Taking all the results into consideration, the design, the price and the quality of the products are the most significant factors that affect the consuming. Also, most respondents regard the comfort when taking the cloths as important and prefer to buy cloths that are suitable for work and daily life. Therefore, the Internet celebrity brand can take it as a reference when designing the products.
- Copyright
- © 2020, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Xiaofan Wang PY - 2020 DA - 2020/08/28 TI - Market Position and Consumer Research on Internet Celebrity Fashion BT - Proceedings of the 2020 4th International Seminar on Education, Management and Social Sciences (ISEMSS 2020) PB - Atlantis Press SP - 525 EP - 531 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.200826.105 DO - 10.2991/assehr.k.200826.105 ID - Wang2020 ER -