Personality and Identity: A Study on the Influencing Factors of Live E-commerce on College Students’ Identity
- DOI
- 10.2991/assehr.k.220401.131How to use a DOI?
- Keywords
- live e-commerce; identity; influencing factors
- Abstract
Live e-commerce is a new form of e-commerce that uses live broadcast technology to carry out close-range product display, communication, and interaction, and shopping guide through the Internet platform. In the second half of 2020 alone, the total sales of the top ten anchors exceeded 80 billion yuan, and the gross merchandise volume (GMV) of live e-commerce in China exceeded the 1 trillion yuan mark, with more than 400 million users. The emergence of new forms of consumption will inevitably bring about changes in consumer behaviors. The dramatic changes in consumption patterns brought about by live e-commerce have directly impacted the identity system of its main consumer group, young consumers. This study uses the research method of a questionnaire survey to explore the development status, influencing factors, and problems of live e-commerce among college students, and then analyzes the five aspects of identity construction of college students, including family environment, material resources, popular culture, individual needs, and gender. At the same time, it analyzes the positive and negative impact of live e-commerce on the identity of college students and tries to analyze how to guide correct consumption based on satisfying contemporary college students’ individual pursuit and identity from the perspective of live streaming. views and values.
- Copyright
- © 2022 The Authors. Published by Atlantis Press SARL.
- Open Access
- This is an open access article distributed under the CC BY-NC 4.0 license.
Cite this article
TY - CONF AU - Zhang Siyuan PY - 2022 DA - 2022/04/08 TI - Personality and Identity: A Study on the Influencing Factors of Live E-commerce on College Students’ Identity BT - Proceedings of the 2022 International Conference on Social Sciences and Humanities and Arts (SSHA 2022) PB - Atlantis Press SP - 690 EP - 694 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.220401.131 DO - 10.2991/assehr.k.220401.131 ID - Siyuan2022 ER -