Influence of 'Online Celebrities' Consumption on Chinese Traditional Consumer Culture

摘要

In recent years, with the rise of all kinds of live-broadcasting platforms, "online celebrity" as a new thing springs up and develops rapidly and new consumption stimulated by such online celebrities appears accordingly, such as online-famous milk tea shops, cloth stores and nail salons. Such a new consumption phenomenon is influencing our consumer culture. This paper analyzes the influence of "online celebrities" consumption on Chinese Traditional consumer culture from the perspectives of positive and negative aspects.