A Study On The Influence And Guidance Of Webcasting With Goods On College Students’ Consumption Values

As an emerging product under the Internet technology,live webcasting with goods breaks the time and space limitation of traditional shopping,and stimulates the online shopping behavior of college students and broadens their consumption channels by virtue of its rich content,favorable price,convenience and fun interaction.On the one hand,the creation of live webcast with goods is conducive to college students’ clarification of their own consumption needs,broadening of value perception channels and enhancement of value judgment ability,but on the other hand,as college students are in a critical period of value formation,due to their active thinking,pursuit of individuality and leading fashion,their consumption psychology,consumption perception and consumption behavior are easily influenced by the live webcast with goods platform and the anchor with goods,thus lowering their.This can lead to a sense of consumer vanity,a comparison mentality and a culture of money-grubbing and hedonism.As the back-up and backbone of future social development,the consumption values of university students are not only related to their own growth and success,but also represent the mainstream consumption view of the future society and the construction and development of the modern socialist country.Therefore,to explore the negative impact of live webcasting on college students’ consumption values and to propose targeted strategies to solve the problem,it has become an urgent issue for social and university government workers to solve.From the perspective of live webcasting with goods,this thesis takes the theory of ideological and political education value theory,ideological and political education carrier theory and ideological and political education environment theory as the theoretical guidance,and literature analysis method,interview method,questionnaire survey method and multidisciplinary research method as the research methods.On the basis of clarifying the concepts and theories related to the influence of live webcasting with goods on college students’ consumption values,the current situation of the influence of live webcasting with goods on college students’ consumption values is examined through empirical research.It is understood that while live webcasting with goods brings positive influence on the consumption values of university students,it also brings certain negative effects: the celebrity effect of live webcasting with goods bloggers reduces the rational judgment of university students’ consumption;the glorification of goods and services with visual images induces vanity in university students’ consumption;the stimulation of consumption with language induces comparison mentality in university students;the drawing closer to emotions induces consumption and contributes to the creation of The culture of money worship and hedonism.On the basis of analyzing the causes of these problems,the effectiveness of improving ideological and political education to cultivate consumer values,the correct consumption values of college students cultivate the correct consumption values,and a good social environment for building college students’ consumption behavior.