Proceedings of the 4th Management Science Informatization and Economic Innovation Development Conference, MSIEID 2022, December 9-11, 2022, Chongqing, China

Research Article

How Are Chinese College Students ’Consumption Behaviors Affected by Online Webcasts? ——Empirical Research Based on Regression Analysis

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  • @INPROCEEDINGS{10.4108/eai.9-12-2022.2327578,
        author={Xiaoxuan  Liu},
        title={How Are Chinese College Students ’Consumption Behaviors Affected by Online Webcasts? ------Empirical Research Based on Regression Analysis},
        proceedings={Proceedings of the 4th Management Science Informatization and Economic Innovation Development Conference, MSIEID 2022, December 9-11, 2022, Chongqing, China},
        publisher={EAI},
        proceedings_a={MSIEID},
        year={2023},
        month={3},
        keywords={college students online webcast consumption behavior},
        doi={10.4108/eai.9-12-2022.2327578}
    }
    
  • Xiaoxuan Liu
    Year: 2023
    How Are Chinese College Students ’Consumption Behaviors Affected by Online Webcasts? ——Empirical Research Based on Regression Analysis
    MSIEID
    EAI
    DOI: 10.4108/eai.9-12-2022.2327578
Xiaoxuan Liu1,*
  • 1: Nanjing agriculture University
*Contact email: 13305630831@163.com

Abstract

In recent years, the new marketing model of online live shopping is gradually affecting the consumer life of Chinese college students. This article summarizes the literature related to online live shopping and college students' online consumption behavior. Then, using SPSS to carry out correlation analysis and regression analysis on the data, it analyzes the influence factors of the rise of webcasting on the purchase behavior of college students from an empirical point of view.