网络直播带货对大学生的影响探究

Exploration of the Impact of Online Live Streaming Sales on College Students

摘要: 随着我国经济和互联网技术的发展，网络直播带货这一商业模式应运而生。网络直播带货深受大学生群体的青睐，极大地便利了大学生的日常生活，同时还拓展了大学生获取信息的渠道。但是，网络直播带货也给大学生带来了一些不良影响，部分大学生养成了过度消费、攀比消费、超前消费的习惯，在观看网络直播带货过程中可能会受到享乐主义等不良价值观的侵蚀。因此，政府和高校必须加强对学生的引导，大学生也应该加强自我教育，从而使大学生树立正确的价值观，养成正确的消费观。

Abstract: With the development of China’s economy and Internet technology, the business model of online live streaming with goods emerged at the historic moment. Online live streaming with goods is favored by college students, which greatly facilitates the daily life of college students, and also expands the channels for college students to obtain information. However, online live streaming sales have also brought some negative effects to college students. Some college students have developed bad habits of excessive consumption, comparison consumption, and advanced consumption. During the process of watching online live streaming sales, they may be eroded by negative values such as hedonism. Therefore, the government and universities must strengthen their guidance to students, and college students should also strengthen their self-education, so as to help them establish correct values and develop a correct consumption concept.