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

: 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.


Introduction
In recent years, the vigorous development of the Internet has led to the derivation and emergence of many industries, among which the e-commerce industry is the first and foremost.After the industrial innovation and optimization, the new ecological industry mode of live e-commerce has been launched, and such a novel shopping mode has been favored by many college students.It is of great practical significance.

Background of the study
The importance of the Internet digital information economy has become increasingly prominent, and "trafficmonetization" has become its main model, and at the same time, a series of industries have been born, and the ecommerce industry is one of them.Under the impact of the gradual diversification of the business model of ecommerce live streaming marketing, college students will be affected to a certain extent in the face of such trendy and highly innovative product marketing, causing a series of problems.
College students are a huge group of e-commerce live broadcast users.First of all, the online shopping consumption of college students is mainly for daily necessities, fashion clothing, knowledge books, games and beauty and skin care products, the structure of consumer products is relatively single, and the group demand preference is significant; In addition, due to the rapid alternation of the current e-commerce live broadcast market and the short life cycle of product marketing, the theme content of various live video is emerging one after another, and diversified product marketing has promoted the consumption desire of college students, and the frequency of online shopping consumption behavior is high.In addition, at present, the platforms for college students to obtain e-commerce live streaming experience and services tend to be diversified, and the boom of ecommerce live streaming has gradually become a normal mode among college students, affecting college students' online consumption intentions, values and purchase behaviors.
Combined with the above research and analysis, we can preliminarily know that live streaming e-commerce has a certain degree of impact on college students' consumption concepts and consumption behavior, and the main influencing factors can be basically concentrated in three aspects: commodity attributes, e-commerce marketing models, and live streaming service characteristics.Therefore, this paper will combine specific survey data to preset the relevant variables to conduct empirical analysis and explore the specific impact of ecommerce live streaming on college students' consumption and shopping concepts and behaviors.

Model assumptions
The data collection sample group comes from the college students around the author, and the actual research method is used to construct the relationship model between the commodity attributes, e-commerce marketing model, live service characteristics and the specific consumption concept and consumption behavior of college students to further explore the actual benefit impact.
The assumptions of this relational model are.3. The characteristics of live service are positively correlated with college students' consumption behavior.
The independent variables of the questions in the questionnaire are "commodity attributes", "e-commerce marketing model", "live service characteristics" four influencing factors, and the dependent variable is " consumption concept and consumption behavior".Among them, the commodity attributes include the utility value and cost performance of the commodity, the popularity of the commodity, the brand effect of the commodity, etc.; the e-commerce marketing mode includes the popularity of the anchor, the promotion method, the discount, etc.; the live service characteristics include the purchase process, the consumption experience, etc.The Likert scale was used to assign values to the relevant variables according to the research objectives, with 1, 2, 3 and 4 indicating the degree of approval, 1 indicating strongly disapprove, 2 indicating disapprove, 3 indicating approve and 4 indicating strongly approve, as shown in Table 1.
The sample data were collected from the university students around the author, and 204 valid questionnaires were collected using the online questionnaire distributed by Questionnaire Star.

Sample description
Using SPSS 24.0 software to analyze the data, the sample characteristics of this survey were obtained, in which male students accounted for 48.04% of the total sample and female students accounted for 51.96%, with a balanced ratio of male to female.The major third year of the college student group accounted for 60.29%.The specific data are shown in Table 2.Among the surveyed college student groups, 35.29% watched live e-commerce every month in 1-4 times, 39.71% in 5-10 times; 48.03% shopped live e-commerce every month in 1-2 times, and the number of people who spent less than 100 yuan on live e-commerce every month was 67.64%.Specific data are shown in Table 3.This data analysis was performed using SPSS 24.0 software, and the reliability validity statistics of the questionnaire were conducted, and the results showed that the Cronbach's value was 0.816, which was greater than 0.8, and the statistics of the questionnaire of this survey result were more idealized.And further validity analysis by KMO and Bartlett's test, the KMO value was 0.689, the validity of the questionnaire was high and suitable for factor analysis, and the Bartlett's test result P value < 0.05, so the questionnaire was fully considered valid.

Empirical Analysis
Based on the relationship model of the influence factors of live e-commerce on college students' consumption perceptions as well as behaviors derived from the above analysis, a multiple linear regression model is constructed, which is shown in Equation 1.
(1) In this relational model, Y is the dependent variable representing consumption behavior, X1 to X11 are independent variables representing consumption perception and behavior, utility value, value for money, brand effect, popularity, word-of-mouth evaluation, anchor popularity, discount, promotion method, purchase process, and consumption experience, respectively, and βi ( i = 1, 2, 3, 4, 5, 6, 7, 8, 9, 10, 11) denotes the standardized coefficient showing the degree of influence of the independent variable on the dependent variable, and u is a random interference term.Regression analysis was performed by SPSS 24.0 software.βi is a positive value, and a higher value indicates that the independent variable has a greater influence on the dependent variable.The probability P = 0.05 with a significance level of 0.000 or less indicates that the dependent and independent variables are significantly positively correlated.

Data analysis
The product attributes include utility value, value for money, brand effect, popularity and word-of-mouth evaluation of the product.According to the descriptive analysis based on SPSS24.0 software, it is concluded that value for money among the commodity attributes has the greatest influence on consumer perception and consumption behavior, followed by utility value.The analyzed data are shown in Tables 4 and 5.

Specific analysis
The college students who are in the primary stage of independence have richer demands for commodities.The massive commodity market of e-commerce live broadcast can meet the demand of college students for special products, and can also meet their demand for clothing and beauty "taste" [1] , their product demand is greatly satisfied, and the screening characteristics of goods are more distinct, and the cost effectiveness and the value effect of their own goods become the first level of criteria for college students in e-commerce platform for live shopping.The higher the cost performance of the products, the stronger the college students' willingness to consume them when they watch the live broadcast of e-commerce, which leads to a series of consumption behaviors.The diversified consumer product market also selects some good and inexpensive products for the college students, which broadens their consumption field, not only limited to the traditional consumer products, and makes the college students' shopping and consumption serve the utility value of the products themselves, and the higher the utility value of the products, the college students will have a higher consumption rate for them.

Data analysis
The e-commerce marketing model includes anchor visibility, discount, and promotion method.From the data, it can be seen that the variables in the e-commerce marketing model show a positive correlation, in which among the various variables of the e-commerce marketing model, the influence of discount is the most significant, followed by the stronger significance of the publicity method, and the visibility of the anchor also has a certain influence.The analyzed data are shown in Table 6 and Table 7.

Specific analysis
The form of e-commerce live with goods relative to the traditional form of online shopping, the display of the product is more comprehensive, the merchant can fully display the product from the appearance, sound, performance and other aspects, to provide a more detailed product introduction for the user community; on the other hand, based on the form of live publicity, build a communication bridge connecting consumers and businesses, interactive purchase mode is more in line with the needs of consumers.For college students, under the condition of consumption level limitation, the shopping platform provided by live e-commerce can help them to get more in-depth product positioning and direction, more convenient to select services and products suitable for their needs [2] ; and the opportunity of live interaction provides the opportunity to answer questions and solve problems, so that college students can clarify the quality of products, reduce the "step on the pit "Therefore, the advantages and disadvantages of e-commerce marketing and promotion methods can positively influence college students' consumption concepts and promote their consumption behavior.Under the situation of various live broadcast contents competing with each other, college students will also enhance their ability to distinguish right from wrong and establish scientific aesthetics in the process of watching; in addition, there are many live broadcast contents that are more oriented to positive life aspects of product promotion, while incorporating the correct mainstream social core values, for example, the original ecological net red broadcast representative "Li ZiQi For example, "Li ZiQi", the representative of the original ecological net-celebrity live broadcast, uses the original ecological rural life as the background of the live broadcast, produces traditional Chinese food with local characteristics, and integrates traditional Chinese cultural elements, which not only plays a role in spreading Chinese culture, but also successfully creates the brand of "Li ZiQi" [3] .The experience of watching such a positive implication of the live broadcast of products can enhance the ability of college students to distinguish between good and bad products, improve their value taste, enrich their social experience, and improve their aesthetic appreciation ability.
And not only values guidance, but also positive consumption guidance exists.The mainstream celebrity anchor effect with Jiaqi Li and Veya is influencing college students' consumption behavior, and the data shows that the influence based on anchor popularity also exists with full significance.

Data analysis
Live service characteristics include purchase process, consumption experience and after-sales service.From the data, it can be seen that the variables in the live service characteristics show a positive correlation to the influence of college students' consumption concept as well as consumption behavior, and the significance of their influence is strong, leading to the specific conclusion that the purchase process and consumption experience have a relatively strong influence on college students' consumption in live e-commerce.The analyzed data are shown in Table 8 and Table 9.

Specific analysis
At present, in the continuous upgrading and optimization of the Internet, the live broadcast has entered a more mature stage, and its purchase process has been transformed from the initial complex mode to a one-click order, and based on different platforms, the complexity of its purchase process is not consistent, and it is clear from the data analysis that the simplicity of the purchase process will more promote the consumption of its goods by college students, and combined with the actual can be seen that not only the college student group, as far as all consumer groups It is clear from the data analysis that not only college students, but also all consumer groups, the rapid and convenient live shopping service will increase their consumption turnover rate, so the specific effect of this variable shows a positive correlation [4].
The live market of e-commerce is now showing the status quo of blossoming, and the competition for traffic and consumer market has become the main battlefield of live shopping merchants, and the communication between anchors and consumers is particularly important in the operation mode of live shopping, and this consumption mode of real-time communication has become an important advantage of live services, and the data analysis shows that the consumption experience has a The data analysis shows that the consumer experience has a significant influence on the perception and behavior of college students, which indicates that when they are shopping for goods, college students pay more attention to their own consumer experience, and the consumer experience also influences their desire and actual behavior of consumption at the same time [5].

Epilogue
After the above empirical analysis, we know that based on the various influencing factors of e-commerce live broadcast on college students' consumption concept and consumption behavior, and from the actual actual background, we analyze the specific reasons for the significant impact of various variable factors, confirm the conclusions previously drawn and analyze the various impacts of e-commerce live broadcast on the consumption process of college students.

Table 2
Sample characteristics

Table 3
Use of live e-commerce

Table 4
Influence of commodity attributes on consumer perceptions and consumer behavior

Table 6
The impact of e-commerce model on consumer perception and consumer behavior

Table 8
Impact of the characteristics of live streaming services on consumer perceptions and consumer behavior

Table 9
Regression analysis of the characteristics of live streaming services on consumer perceptions and consumer behavior