Research and Practice of College Students Impulse Consumption Behavior in The Context of E-Commerce Live Broadcasting: Take Shenyang College Students as an Example

In order to guide college students to establish a scientific and green consumption concept, as well as ensure that they can surfing healthily as qualified citizens who adapt to the future challenges. This paper, based on S-O-R, social presence, trust and other related theories, establishes the mechanism model of impulse consumption in the network broadcast environment. The questionnaire was compiled and distributed to college students in Shenyang. Descriptive statistical analysis and reliability test of the survey results were performed and for the empirical study. The results of the study show that the degree of professionalism of anchors, the intensity of interaction of anchors, the quality of platform information, the perfection of platform services, and the imitation of users follow the trend have a significant positive influence on impulse consumption; the degree of user awareness has a significant negative influence on impulse consumption; the social presence and trust of college students have a mediating role in the influence of the characteristics of the anchors, the platform characteristics, and the characteristics of the users on the impact of impulse consumption. The aim of this research is to provide strong evidence for providing targeted suggestions for e-commerce platforms, e-commerce anchors and college students.