The Impact of Live-Stream on the Consumer Behavior of College Students under the Internet Celebrity Economy

Abstract

Based on the background of live-stream marketing and the internet celebrity economy in recent years, this paper aims to study which marketing factors of live-stream under the internet celebrity economy will have an impact on the consumption behavior of college students and what are the main impacts. The following conclusions have been drawn. First, high-quality and preferential promotions have a positive and direct significant impact on the online shopping consumption behavior and purchase intention of college students. Second, live-stream marketing makes the consumption behavior of college students more impulsive. In the end, this paper concludes with some suggestions for internet celebrities, merchants who use online celebrities for live-stream marketing, and college students.