(1) Research on the effect of Internet celebrity on college students' values. Zhang Xueli(2011)and others believe that the impact of Internet celebrity on college students’ values has both positive and negative aspects. On the one hand, the novel concept conveyed by Internet celebrities promotes the deepening of the concept of equality and freedom of the university students to a certain extent. On the other hand, some impetuous and vulgar value orientations appearing among those Internet celebrities are also very easy to infect and impact college students’ value standard.

(2) Research on the development of Internet celebrity economy. Huang Jialiang (2018)and others believe that the Internet celebrity economy has continued to develop strongly under the impetus of the Internet, and various types of Internet celebrities have attracted fans' attention through different methods, resulting in certain economic benefits, which have led to the continuous development of the Internet celebrity economy. They believe that the emotionality and spontaneity generated by the audience in the process of mobile Internet dissemination is, to a certain extent, an important vehicle for stimulating the development of Internet celebrity economy.

(3) Research on the influence of Internet celebrity economy on consumer willingness. Wang Xingyuan(2017) and others believe that the rapid development of the Internet celebrity economy benefits from a huge fan base. The cultural symbols and fan sentiment positively affect the consumer's willingness. He believes that Internet celebrity should establish a marketing platform that interacts with fans' emotions, thus promoting the development of Internet celebrity economy. 

The Internet celebrity economy appeared earlier in foreign countries, so the study of foreign Internet celebrity economic appeared more abundant and mature.  However, there is a relative lack of research referring to the impact of Internet celebrity economy on consumer behavior, especially for university students. 

1.3 Research purpose and significance

1.3.1 Research purpose

This paper aims to study the characteristics of contemporary college students' purchasing intention under the internet celebrity economy through the use of statistical analysis methods, and strives to analyze the development of the Internet celebrity economy, the current domestic Internet celebrities’ main marketing mode and the psychological characteristics of this particular group of college students to study how the Internet celebrity economy affects the purchasing intention of college students and to win such profit market of this certain group. This article investigate the significant influence factors of internet celebrity economy on college students’ purchasing intention in order to make practical suggestions for companies to optimize marketing models and help college students to establish a good consumption concept.