The Impact of Internet Celebrity Economy on Shopping Decision-making from the Perspective of Attention Economy: An Empirical Study on Fast-moving Consumer Goods

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Facing the increasing consumer purchasing power and diverse range of products available, matching the supply side with the demand side has become a pressing issue in the contemporary consumer market. In this context, the phenomenon of internet celebrity economy has emerged and flourished. This study takes the fast-moving consumer goods industry as an example and applies data analysis methods to investigate the impact of the internet celebrity economy on shopping decision-making from the perspective of attention economy. The following conclusions are drawn: First, based on descriptive statistics, this study identifies three key factors for the effectiveness of the internet celebrity economy, namely, expanding promotional coverage, utilizing the bandwagon effect, and broadening communication and commenting channels. Second, using weighted analysis, this study evaluates the key factors influencing shopping decision-making and highlights the importance of user scenarios. Third, through K-Means cluster analysis, this study categorizes consumers on internet celebrity platforms into four groups: active consumers, conservative consumers, mass consumers, and elite consumers. Finally, using the fast-moving consumer goods industry as an example, this article provides relevant recommendations from the perspectives of platforms, merchants, and internet celebrity bloggers.