Based on e-commerce live broadcast data, this paper, with the support of big data technology, aims to explore the impact of Internet celebrities on consumers' impulse purchase behavior, analyzing the relevant factors. According to big data technology, this paper carries out e-commerce live broadcast big data processing and constructs the Internet celebrity marketing model. This paper, with the support of the model, analyzes the impact of Internet celebrities on consumers' impulse purchase behavior. Through the data collected, this paper, from both positive and negative aspects, analyzes the impact of Internet celebrities on consumers. Judging by the experimental research, the data mining approaches proposed here can play a certain effect in the analysis of the impact of Internet celebrities on consumer impulse purchase behavior. According to the experimental analysis of mathematical statistics, Internet celebrity consumption has become one of the important consumption forms at present.

本文基于电商直播数据，在大数据技术的支持下，探讨网红对消费者冲动购买行为的影响，并分析相关因素。本文根据大数据技术，进行电商直播大数据处理，构建网红营销模型。本文在模型的支持下，分析了网红对消费者冲动购买行为的影响。通过收集到的数据，本文从积极和消极两个方面分析了网红对消费者的影响。从实验研究来看，本文提出的数据挖掘方法在分析网红对消费者冲动购买行为的影响方面可以起到一定的作用。根据数理统计的实验分析，网红消费已经成为当前重要的消费形式之一。