网络直播带货对大学生消费习惯的影响及应对策略分析

The Influence of Network Live Broadcast with Goods on College Students’ Consumption Habits and Coping Strategies

摘要: 随着我国互联网与电子商务领域的蓬勃兴起，网络直播带货迅速崛起为一种创新的营销手段。在这一趋势中，大学生群体作为网络直播带货的核心受众之一，其消费行为不可避免地受到了深刻影响。本文旨在概述网络直播带货的现状，并深入剖析其对大学生消费行为的正负两面效应。为有效缓解网络直播带货可能给大学生消费行为带来的负面影响，文章提出了多方面的应对策略：政府应强化监管力度，确保市场规范运行；直播平台需加强内部管理，维护良好的交易环境；高校则需加强消费教育，引导大学生形成正确的消费观念；同时，大学生自身也应积极树立健康的消费观，理性对待网络直播带货的诱惑。通过这些综合措施，我们致力于构建一个健康、绿色的消费生态，为大学生的全面发展提供有力支撑。

Abstract: With the booming rise of the Internet and e-commerce in China, network live streaming has been rapidly rising as an innovative marketing means. In this trend, as one of the core audiences of network streaming, the consumption behavior of college students has inevitably been deeply affected. This paper aims to summarize the current situation of network live broadcast with goods, and deeply analyze its positive and negative effects on college students’ consumption behavior. In order to alleviate the negative effects of live delivery on college students’ consumption behavior, this paper proposes various strategies: the government should strengthen supervision to ensure market operation; the platform should strengthen internal management and maintain good trading environment; universities should strengthen consumption education and guide college students to form correct consumption concept; meanwhile, college students themselves should actively establish healthy consumption view and treat the temptation of live delivery rationally. Through these comprehensive measures, we are committed to building a healthy and green consumption ecology, to provide strong support for the comprehensive development of college students.