A Study on the Impact of Live Streaming on College Students' Consumption Values and Countermeasures
Journal: Modern Economics & Management Forum DOI: 10.32629/memf.v7i2.5172
Abstract
Live streaming, embedded in college students’ daily lives via the digital economy, influences their consumption. Existing studies apply consumption alienation theory to their irrational live-streaming consumption but ignore its particularity under China’s socialist market economy. Based on Western Marxist consumption alienation theory, this paper uses literature, systematic and interdisciplinary methods to analyze live streaming’s dual impacts on college students’ consumption values, explores causes of their consumption alienation, and proposes countermeasures from government, school, family and individual to guide rational consumption.
Keywords
live streaming; college students; impact; countermeasures
Full Text
PDF - Viewed/Downloaded: 2 TimesReferences
[1] Central Committee of the Communist Party of China. (2022). Reading Guide to the Report to the 20th National Congress of the Communist Party of China. People's Publishing House. p. 39.
[2] Anonymous. (2022, October 28). College students interviewed expect both quality and quantity improvement in live-streaming shopping. China Youth Daily.
[3] Liu, Y. Z. (2024). On the protection of consumers' rights and interests in live-streaming e-commerce [J].China Price Supervision & Anti-Monopoly(5), 68-70.
[4] Xu, Y. (2024).The impact of live-streaming e-commerce on college students' consumption concepts and research on guiding paths[Doctoral dissertation, Donghua University].
[5] Sun, N. (2025).A study on the impact of live-streaming e-commerce on college students' consumption concepts[Doctoral dissertation, Hangzhou Dianzi University].
[6] Xu, J. R., & Li, X. F. (2025). A study on the impact of live-streaming e-commerce on college students' consumption concepts and countermeasures [J].International Public Relations, (4).
[2] Anonymous. (2022, October 28). College students interviewed expect both quality and quantity improvement in live-streaming shopping. China Youth Daily.
[3] Liu, Y. Z. (2024). On the protection of consumers' rights and interests in live-streaming e-commerce [J].China Price Supervision & Anti-Monopoly(5), 68-70.
[4] Xu, Y. (2024).The impact of live-streaming e-commerce on college students' consumption concepts and research on guiding paths[Doctoral dissertation, Donghua University].
[5] Sun, N. (2025).A study on the impact of live-streaming e-commerce on college students' consumption concepts[Doctoral dissertation, Hangzhou Dianzi University].
[6] Xu, J. R., & Li, X. F. (2025). A study on the impact of live-streaming e-commerce on college students' consumption concepts and countermeasures [J].International Public Relations, (4).
Copyright © 2026 Xiaoyu Hu
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License