淘宝直播平台对大学生消费行为影响研究内容摘要:本文主要当下最火热的淘宝直播购物对大学生消费行为影响进行研究。首先针对现在的网络购物以及大学生消费行为进行综述，通过设计调查问卷进行调查，对大学生进行调查，得出淘宝直播对他们消费行为的影响。我们发现淘宝直播在一定程度上会影响大学生的消费观念以及消费行为，尤其是当下网红直播对他们的吸引力要大于一般的直播，“冲动性购物”也是大学生购物的一大特点。最后通过查阅文献，针对淘宝直播当下存在的问题进行总结，然后对大学生如何形成正确的消费观念提出建议，家长、学校、社会以及学生自身都应该站在大局的角度，对大学生的消费观进行正确的引导，使事情事半功倍，而不是本末倒置。关键词:淘宝直播，购物，大学生，消费行为Abstract:ThispaperismainlyabouttheimpactofthehottestTaobaoliveshoppingontheconsumptionbehaviorofcollegestudents.Firstly,thispaperreviewsthecurrentonlineshoppingandcollegestudents'consumptionbehaviors,andconductssurveysbydesigningquestionnairestoinvestigatecollegestudents.TheimpactofTaobaolivebroadcastontheirconsumptionbehaviorisobtained.WefoundthatTaobaolivebroadcastwillaffecttheconsumptionconceptandconsumptionbehaviorofcollegestudentstoacertainextent,especiallywhenthecurrentlivebroadcastismoreattractivetothemthanthegenerallivebroadcast."Impulativeshopping"isalsoamajorfeatureofcollegestudents'shopping.Finally,throughreviewingtheliterature,itsummarizestheproblemsexistinginTaobaolivebroadcast,andthenputsforwardsuggestionsonhowtoformcorrectconsumptionconceptsforcollegestudents.Parents,schools,societyandstudentsthemselvesshouldbeintheoverallsituationandcorrectthecollegestudents'consumptionconcept.Theguidancemakesthingsmoreefficient,ratherthanputtingthecartbeforethehorse.Keywords:Taobaolive,shopping,collegestudents,consumerbehavior目录一淘宝直播平台的背景及发展........................................................................1（一）选题背景..........................................................................................1（二）研究目的和意义..............................................................................1（三）文献综述..........................................................................................2（四）论文使用的主要研究方法..............................................................3二淘宝直播平台对大学生消费行为影响现状................................................4（一）调查问卷的设计与实施..................................................................4（二）问卷结果与分析..............................................................................5三淘宝直播平台对大学生消费行为影响问题与建议..................................14（一）淘宝直播影响大学生消费行为的因素..........................................14（一）淘宝直播平台存在的问题...........................................................14（二）对大学生合理消费的建议...........................................................16第四章结论........................................................................................................17附录......................................................................................................................18参考文献..............................................................................................................20一淘宝直播平台的背景及发展（一）选题背景《2016-2020年中国网络直播行业深度调研及投资前景预测报告》对直播行业的一项报告显示，随着经济发展，移动互联网走进千家万户，网络...
