Research On The Influence And Guidance Of Online Live Streaming Sales On College Students’ Consumption View

With the development of the Internet and the popularity of diversified network terminals,online shopping is no longer a strange word for people.The emergence of e-commerce live streaming has gradually produced new business models and marketing models for online shopping,which in turn has promoted the development of online live streaming goods.Affected by the new crown epidemic,offline consumption patterns have been affected to a certain extent.Recently,the Party is aiming to comprehensively promote the development of domestic demand in the market and stimulate market vitality.Under the background of the implementation of a series of policies and the continuous development of Internet information technology,the innovative marketing model of online live streaming sales is becoming increasingly prosperous.Online live streaming sales has won the favor of college students,and college students’ participation in online live shopping has increased significantly.Due to some irregular phenomena in the process of online live streaming sales,college students have problems such as blind consumption,herd consumption,advanced consumption,and comparative consumption when consuming goods through online live streaming.The issue of consumption education is not only related to the growth of college students,but also related to the future all-round development of college students.Therefore,it is imperative to analyze the impact of online live streaming on college students’ consumption views and strengthen the correct guidance of college students’ consumption views.This paper is divided into four parts,the first chapter of which explains the research purpose,research significance,current situation at home and abroad,and research methods.The second chapter defines and summarizes the concepts of online live streaming sales and college students’ consumption view,and analyzes the theoretical basis of the paper.The third chapter investigates and analyzes the impact of online live streaming sales on college students’ consumption views,and concludes that the positive impact of online live streaming on college students’ consumption views mainly has the following two aspects,that is,the convenience of online live streaming sales enriches the consumption channels of college students,and the diversity of online live streaming goods meets the consumption needs of college students.The negative impact of online live streaming sales on college students’ consumption concept is mainly manifested in four aspects,namely,the marketing rhetoric of popular online anchors promotes blind consumption of college students,the false evaluation of online live streaming goods causes college students to consume from the crowd,the credit payment of online live streaming goods promotes college students’ advanced consumption,and the fan economy of live streaming platforms induces college students to compare consumption.According to the negative impact of online live streaming sales on college students’ consumption views,the reasons are analyzed from four aspects,namely,the Western consumerist trend has infiltrated in live streaming goods,colleges and universities are not well targeted to college students’ consumption concept education,families do not guide college students’ correct consumption concepts enough,and college students’ consumption perception and behavior are out of touch in live streaming goods.Chapter 4 outlines the countermeasures to guide college students to establish a correct view of consumption.In view of the negative impact and causes of online live streaming on college students’ consumption views,from the four dimensions of creating a good online live streaming environment,colleges and universities actively strengthen students’ consumption concept education,family education pays attention to guiding the correct consumption view,and university physiological consumption self-education puts forward guidance countermeasures.