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Research on Influencing Factors of College Students’ Consumption Behavior in E-Commerce Live Broadcast

In: Proceedings of the 2024 4th International Conference on Enterprise Management and Economic Development (ICEMED 2024)

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  • Tao Fan

    (Yunnan Technology and Business University)

Abstract

From an empirical point of view, this paper puts forward the research model and hypotheses by comprehensively referring to previous scholars’ literature research in this field. The perceived value of consumers is used as an intermediary variable to analyze the purchase intention of College Students’ consumers, This paper analyzes the influencing factors of College Students’ purchase intention in the process of e-commerce live broadcast. The 207 valid questionnaires were collected and analyzed by spss25.00. The corresponding conclusions and suggestions were obtained.

Suggested Citation

  • Tao Fan, 2024. "Research on Influencing Factors of College Students’ Consumption Behavior in E-Commerce Live Broadcast," Advances in Economics, Business and Management Research, in: Hongbing Cheng & Sikandar Ali Qalati & Noor Sharoja Binti Sapiei & Mazni Binti Abdullah (ed.), Proceedings of the 2024 4th International Conference on Enterprise Management and Economic Development (ICEMED 2024), pages 143-151, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-506-5_18
    DOI: 10.2991/978-94-6463-506-5_18
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