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

DOI

10.2991/978-94-6463-506-5_18How to use a DOI?

Keywords

Live broadcast of e-commerce; Purchase intention; Perceived value

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.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Download article (PDF)

TY  - CONF
AU  - Tao Fan
PY  - 2024
DA  - 2024/09/02
TI  - Research on Influencing Factors of College Students’ Consumption Behavior in E-Commerce Live Broadcast
BT  - Proceedings of the 2024 4th International Conference on Enterprise Management and Economic Development (ICEMED 2024)
PB  - Atlantis Press
SP  - 143
EP  - 151
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-506-5_18
DO  - 10.2991/978-94-6463-506-5_18
ID  - Fan2024
ER  -