Abstract
In 2019,there were 504 million users in China’s online broadcast industry, and college students became the main user group in broadcast. In this paper, a questionnaire was conducted on 736 college students, showing the current situation of college students watching network broadcast. It was found that the network broadcast has a high degree of familiarity and popularity among college students. The most popular broadcast platforms used by college students are Douyin, Kuaishou and Taobao(or similar e-commerce platform) but there is a slight difference between female college students and male college students. College students buy products in network broadcast room at a relatively low and middle prices, and the produce category is very concentrated. This paper also USES the in-depth interview survey to find that network broadcast can increase the purchase desire of college students, and network broadcast can provide students with moredetailed and direct product information. College students' purchasebehavior in the network broadcast room is relatively rational,and theyhave not formed the habitual purchase behavior in the networkbroadcast room.
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