Abstract：With the continuous development of network technology， ecommerce platforms have actively developed live streaming sales marketing model. As one of the main audiences of live streaming sales， college students’ consumption behavior will inevitably be affected.  Through a survey and empirical analysis of college students’ online shopping behavior， it was found that economic status， social environment， internet and social media， personal values， and educational background have a significant impact on college students’ consumption values.

Keywords：Network technology;Live streaming sales marketing model;Consumption values.

I.Research Problems

1.Economic factors：The consumption concept of college students is largely restricted and influenced by the level of economic growth. This consumption concept closely followed the changes of the economic situation and social process at that time.

2.Personal values： Due to the differences in personality characteristics and inner needs， college students have different understanding， pursuit and value evaluation of consumption behavior， thus forming different consumption views.

3.Internet publicity： This trend culture has a profound effect on the thinking and action mode of college students through modern communication tools such as Internet live broadcasting and mobile communication equipment， and then transformed into an important cultural factor affecting the thinking and life style of college students.

II.Background

Online live delivery has quickly become an important force affecting the consumption of contemporary college students， which has not only changed their consumption habits， but also shaped their consumption concepts to a certain extent.

（1）The characteristics of college students’ consumption values

Diversified consumer demand：College students have different consumption needs for basic life such as clothing， food， housing and transportation. The variety of life style makes college students often hold various parties to maintain good student relations.

Diversified consumption channels：Advances in technology and changes in the way people pay have fundamentally broadened consumers’ consumption channels. Because college students generally have a strong ability to accept new things， the consumption channels of college students also present a certain diversification.

（2）The positive impact on college students’ consumption values

Be clear about your consumption needs：Online live shopping， compared to traditional methods， offers convenience and speed， replicating the authenticity of offline experiences.

Provide new employment options for college students：With the increasing number of college graduates and the imbalance of employment supply and demand， college graduates are facing great pressure of workplace competition. As a career model， webcast sales have opened up a broader way for college graduates to find jobs

（3）The negative impact on college students’ consumption values

Blind consumption behavior：There is a general herd mentality among college students. When they see others buying a certain commodity in the live broadcast， they are prone to follow the trend of buying， leading to blind consumption. Hosts with goods may also exaggerate product effects or hide product defects， and are easily misled by  information.

Impulse buying phenomenon：Live streaming is usually accompanied by time-limited discounts， snap up， anchor induction and other means， which is easy to stimulate the purchase desire of college students， leading them to impulse consumption without full consideration.

Reference Documents

[1]. Wan Hongyan， Research on the Influence of webcast on College Students’ Consumption Values， 2021， Southwest Jiaotong University， p.98

[2]. Liu Tengyi， research on the influence of “Internet celebrity” on the consumption values of contemporary College students and its countermeasures， 2022， Kunming University of Science and Technology， p 95

资金资助： 北京市大学生研究训练计划项目：网络直播带货对北京市大学生消费价值观的影响及引导研究（2024J00040）