The Impact of Live E-Commerce on College Students’ Consumption Perceptions and Behaviors

Abstract

In the Internet era, e-commerce live streaming as an emerging industry has gained a lot of traffic attention, and college students, as the main force of young people, have been affected by this upsurge. This paper uses empirical analysis to explore the influencing factors of e-commerce live streaming on the consumption concept and consumption behavior of college students, and explains it in detail.