The Influence of Internet Celebrities on Rational Consumption Behavior

In the era of rapid digital technology development and internet platformsgrowth, online celebrities are playing a critical role in shaping consumers' behavior. This paper discussed the general concept of rational and irrational behavior and the internet celebrity economy, analyzing the reasons why sometimes people are irrational through the literature review. This paper reviewed the research presented in the preceding study, which centered on rational and irrational consumption patterns, the influence mechanisms of social influencers, and consumers rational decision-making behaviors. Ultimately, this paper identifies that celebrities shape consumers rational consumption behaviors through three pathways: establishing emotional bonds with audiences, reinforcing conformity tendencies, and facilitating impulsive purchasing behavior. In addition, limitations and expectations of this research were also pointed out in the conclusion section, such as a lack of numerical data analysis and some typical examples, which require further discussion and more precise segmentations of the consumer group.