Analysis of consumption participation behavior and driving factors of college students in the e-commerce live broadcast

作者：Xu Lingling

院校：Chongqing Second Normal University

摘要：Abstract: Based on the survey of college students, this paper analyzes the participation behavior of e-commerce live broadcast on College Students* consumption and relevant driving factors. The main conclusions of the study are as follows: the sample group of college students has a strong participation in the consumption of e-commerce live broadcast, but it mainly focuses on low consumption. Shopping mainly depends on the commodities needed for basic life, such as clothing, daily care, diet and so on. College Students* watching live broadcast is mainly driven by such factors as understanding commodity information, increasing knowledge, obtaining self pleasure, and passing the time; However, the actual live shopping is driven by fectors such as commodity price, cost performance, and incentives. It can be seen that spiritual satisfaction is an important reason for watching the live broadcast, but material factors are still an important factor leading to its actual consumption. Some college students are worried about live shopping, which is mainly restricted by the quality of goods, after-sales and rights protection.

关键词

e-commerce live broadcast; College students; Consumption; Drivers

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Analysis of consumption participation behavior and driving factors of college students in the e-commerce live broadcast

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