The Negative Impact of E-Commerce Live Streaming on College Students’ Values

随着互联网技术的迅猛发展和智能设备的普及，电商直播行业迅速崛起，成为大学生群体中的热门现象。这一新兴商业模式不仅改变了大学生的购物方式，更在潜移默化中影响着他们的价值观。电商直播以其即时互动、个性化推荐和娱乐化内容，激发了大学生的消费热情，但也引发了冲动消费、物质主义倾向等问题，导致部分大学生忽视理性消费和财务规划。同时，直播中的多元化价值观和信息传播，使得大学生面临价值观冲突和选择的困惑，可能影响其形成正确的道德观和社会责任感。因此，面对电商直播行业的兴起，高校及社会应共同关注并引导大学生树立正确的消费观、社交观和价值观，加强媒介素养教育，提高信息辨别能力，促进线上线下融合发展，以培养具有理性消费意识、良好社交能力和正确价值观的新时代大学生。With the rapid development of Internet technology and the popularization of intelligent devices, the e-commerce live broadcasting industry has risen rapidly and become a popular phenomenon among college students. This new business model not only changes the way college students shop, but also affects their values subtly. With its real-time interaction, personalized recommendation and entertainment content, e-commerce live broadcast has stimulated the consumption enthusiasm of college students, but also caused problems such as impulse consumption and materialism tendency, leading to some college students to ignore rational consumption and financial planning. At the same time, the diversified values and information dissemination in the live broadcast make college students face the conflict of values and the confusion of choices, which may affect their formation of correct moral outlook and social responsibility. Therefore, in the face of the rise of electricity live industry, colleges and universities, and society should pay common attention and guide college students to set up the correct outlooks on consumption, social interaction and values, strengthen the media literacy education, enhance the ability to distinguish information, promote the development of online integration, to cultivate rational consumption consciousness, good social skills and correct values of the new era of college students.