中國學生對自媒體直播的消費行為研究

A study of Chinese college students' consumption behavior of live broadcast from the media

近十年來，隨著網路科技水準創新，互聯網日漸普及，人們的消費水準提高，網上購物開始成為了人們的購物管道之一，在阿裡巴巴旗下的淘寶網，京東等各大電商之後，新型的自媒體直播行銷也興起了，它不僅方便了大眾購物，還改變了人們的消費模式。中國大陸的大學生是網路購物的主要消費群體之一。據此，本文以粵東地區高校的大學生為例，基於大學生網路購物現狀，分析自媒體直播給大學生消費行為帶來的影響，並分析自媒體直播行銷發展過程中的不足，提出相對應的解決方案。 Nearly ten years, along with the network technology innovation, people's consumption level, online shopping has become one of the shopping channel, in Alibaba’staobao, jingdong after each big electric business, the media broadcast marketing is emerging, it is not only convenient for shopping, also changed people's consumption patterns. College students is the major consumer groups of network shopping, on the basis of this paper of college students in colleges and universities in guangdong area as an example, based on the present situation of college students' network shopping at eastern guangdong region, analyses the media broadcast live to the effects of east guangdong university college students' consumption behavior, and analyzes the media broadcast the deficiency in the process of marketing development, put forward the corresponding solutions.

Nearly ten years, along with the network technology innovation, people's consumption level, online shopping has become one of the shopping channel, in Alibaba’staobao, jingdong after each big electric business, the media broadcast marketing is emerging, it is not only convenient for shopping, also changed people's consumption patterns. College students is the major consumer groups of network shopping, on the basis of this paper of college students in colleges and universities in guangdong area as an example, based on the present situation of college students' network shopping at eastern guangdong region, analyses the media broadcast live to the effects of east guangdong university college students' consumption behavior, and analyzes the media broadcast the deficiency in the process of marketing development, put forward the corresponding solutions.