The Impact of KOL Live-Streaming E-Commerce on Consumption Deviation of College Students under the Fan Economy and Its Guidance Paths

在当前粉丝经济盛行的背景下，关键意见领袖(KOL)通过人设营销、场景化话术及限时促销等模式，深度介入大学生消费生活，引发经济上的超前过度消费、心理上的情感驱动消费及行为上的跟风消费等偏离现象。研究发现，直播促销时段、节日营销等场景下，KOL的诱导性话术与稀缺性营造，易使大学生陷入非理性消费。据此，从多维度提出引导路径，以促进大学生理性消费，推动粉丝经济规范发展。In the context of the current prevalence of fan economy, Key Opinion Leaders (KOL) have deeply intervened in the consumption life of college students through models such as persona marketing, scenario-based discourse, and time-limited promotions, triggering deviations such as excessive advance consumption in the economy, emotionally driven consumption in psychology, and follow-the-trend consumption in behavior. The study found that in scenarios such as live broadcast promotion periods and festival marketing, KOL’s inductive discourse and creation of scarcity easily make college students fall into irrational consumption. Based on this, guidance paths are proposed from multiple dimensions to promote rational consumption among college students and promote the standardized development of the fan economy.