Research On College Students Consumption Behavior Under The Mode Of Live Broadcast Of E-commerce

Since the rise of e-commerce live broadcasting in 2016,after the early barbaric growth and disorderly development,the e-commerce live broadcasting industry has gradually formed a more standardized and mature operation mode.Therefore,many consumers gradually shift their attention from offline to online.E-commerce live broadcasting,a consumption mode that takes into account the nature of entertainment and shopping,is sought after by college students and has become one of the favorite entertainment and shopping methods of college students.The emerging consumption mode of e-commerce live broadcasting is quite different from the traditional consumption mode in terms of consumption field,consumption emotion and consumption psychology.Therefore,the consumption of College Students under the e-commerce live broadcasting mode presents new characteristics,and also has different effects and problems from the traditional consumption mode.Based on the consumption symbol theory and consumption culture theory,this study comprehensively uses the participatory observation method and interview research method.Taking Z University as an example,20 college students who have participated in e-commerce live consumption are selected according to their grades,majors and gender for in-depth interviews.Through the research on the consumption performance of college students in the e-commerce live broadcast mode,it is found that college students’ consumer groups have the performance and characteristics of prominent consumption personalization and taking into account diversity,small consumption amount and high frequency,high consumption viscosity and loyalty,and strong perception of consumption emotion.Through interviews and research,it is found that there are still some problems in college students’ consumption under the current e-commerce live broadcast mode.The first is the problem of consumption alienation,which mainly includes three aspects: separation from real needs,waste and psychological passivity;Secondly,the phenomenon of irrational consumption is more serious,which is mainly reflected in the lack of consumption plan,impulsive consumption and over consumption;Finally,it is more dependent on opinion leaders in consumption,which is easy to produce trust choice and follow-up demonstration.This study analyzes the causes of relevant problems with the help of consumption symbol theory and consumption culture theory,and summarizes it into four aspects:the new construction of consumption field,the contradiction and distortion of consumption habits,the recoding of consumption symbols and the resistance struggle of consumption culture.Based on the above analysis,in order to guide college students to make reasonable consumption under the e-commerce live broadcast mode,this paper puts forward relevant suggestions from the aspects of strengthening supervision and management,strengthening education and guidance,and cultivating good consumption concept.