Research On The Influence Of Network Broadcast On College Students’ Consumption Values

The education and guidance of college students’ values is a key issue that college educators continue to pay attention to.As an important part of college students’ values,their consumption values not only reflect their own consumption concepts,but are related to the formation of personal values.At the same time,it can also form a social thought and influence the value orientation of the entire society.As the main force in achieving the goal of national struggle,the formation of the correct consumption values of college students is closely related to their own development and national progress.At the same time,college students are also in the critical period of the formation of various values and are about to enter the preparatory period of society.Its consumption values are easily affected by many factors,and the characteristics of webcasting,such as strong participation,rich content,and convenient shopping,make the webcasting invisibly affect the consumption values of college students.In this situation,exploring which factors in the webcast have an impact on college students’ consumption values,and how to regulate the positive effects of webcasting and make it have a positive effect on college students’ consumption values has become a realistic problem that college educators urgently need to solve.On the basis of combing the relevant literature,this study draws on Marx’s theory of social existence and social consciousness,the theory of use and satisfaction,and the theory of ideological and political education carriers.Through literature collation and questionnaire investigation,it explores the webcasting factors affecting college students’ consumption values.Using SPSS26.0 software to conduct statistical analysis on valid questionnaires,the data research results show that under the environment of webcasting,college students’ consumption values have problems such as emphasizing emotional consumption,relatively blind impulsive consumption,and choosing advanced consumption.Combined with the content of field interviews,it analyzes how the webcast is have an impact on the consumption values of college students.In general,the motivation,frequency,content,acceptance,and participation of college students in webcasting have a significant impact on their consumption values.From the perspective of consumption value goals,viewing motivation,viewing frequency,viewing content,acceptance,and participation have a significant impact on college students’ consumption value goals.From the perspective of consumption value means,viewing motivation and viewing frequency have a significant impact on college students’ consumption value means.Based on the above conclusions,this study starts from the perspectives of correcting viewing motivation,reducing viewing frequency,optimizing content quality,and improving online media literacy,providing new ideas for further education and guiding college students to establish balanced,appropriate,rational and reasonable consumer values.