Study on College Students Consumption Intention and its Influencing Factors in Entertainment Stars Tik Tok Live Room - Based on the Theory of Planned Behavior

Abstract

In the present era, along with the Internet rapid development, the use of online shopping by college students is becoming more and more common. Various live broadcast platforms have also started to look for new modes of carrying goods to attract more traffic. Many en-tertainment stars have seen the business opportunity in live broadcast and have joined the rank of the live broadcast with the goods, thus making the number of entertainment stars with the goods increase significantly. Based on the theory of planned behavior, this paper conducts research on three dimensions of behavioral attitudes, subjective norms, and per-ceptual behavioral control, and establishes a model with additional interaction-oriented in-teraction factors. The data is obtained through the method of a questionnaire survey, quan-titatively analyzed and the hypothesis is tested, and according to the research results, sug-gestions are put forward on the influence of entertainment stars Tik Tok live room on the consumption intention of college students.