Research On The Use Of E-commerce Live Streaming And Consumer Values Of College Students

The emergence of e-commerce live streaming has greatly boosted economic development,but as a business model,it inevitably has some consumerist tendencies,and consumers will inevitably be affected when using it.Especially for college students who do not yet have economic independence and mature value judgment ability,rational use of ecommerce live streaming is crucial for their formation of healthy consumer values and personal future development.Taking college students in Hebei as the main research object,this study uses a combination of quantitative and qualitative methods to investigate the current situation of college students’ e-commerce live broadcast use and consumption values,determines the problems in college students’ consumption values through the current situation,analyzes whether and how e-commerce live streaming has an impact on problem consumer values,and then discusses how to promote the physiological use of e-commerce live streaming in universities.The study found that college students have a moderate intensity of use of e-commerce live broadcasts,and those who watch too frequently,take too long and consume too much amount belong to a very small part.The motivation for use is diverse,but the pursuit of communication trends and consumption trends is the most important motivation for college students to use e-commerce live broadcasting.College students have a high acceptance and participation in e-commerce live broadcasting;The more independent the source of living expenses and the higher the level of living expenses,the higher the degree of use of ecommerce live streaming by students.In the survey of consumer values,the symbolic and advanced pursuit of consumption shown by college students is not serious;However,more attention is paid to the emotional and experiential goals of consumption,and the problem of irrational consumption is prone to occur;Demographic variables differ in consumer values.In the follow-up study,the researchers discussed the correlation between the use of e-commerce live streaming and various dimensions of college students’ consumption values,and conducted regression analysis on the dimensions of emotional and experiential consumption value goals,and found that the motivation,acceptance and participation of e-commerce live streaming are the main influencing factors for college students to form emotional and experiential consumption value goals.In order to better answer the research questions,the researchers combined the interview results and theoretical analysis to discuss how the use motivation,acceptance and participation of college students’ e-commerce live broadcast affect the emotional and experiential consumption value goals,and found that the use of ecommerce live streaming can meet the emotional and experiential goals needs of college students,high acceptance weakens value judgment ability,and high participation stimulates the pleasure of college students’ consumption.Based on the above survey results,the researchers put forward optimization suggestions from four aspects: improving media literacy,improving value judgment ability,strengthening platform supervision,and strengthening campus education and social practice.