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Research on College Students' Purchasing Using Webcast Platform
Abstract
This paper studies the purchasing behavior of college students using the webcast platform; understanding the factors that college students use the webcast platform and understanding the main factors that promote their consumption so that school managers can effectively manage and guide students to consume rationally. At the national economic level, we need to develop live e-commerce, and at the national education level, we need to ensure that students are not affected by external transition interference. The research uses the technology acceptance model (TAM). Several key factors include webcast platform design, webcast marketing, webcast celebrity webcast, perceived usefulness, and perceived ease of use. The survey data are collected by using the five-point scale, the goodness of fit of the measurement model is used for statistics, and the data are analyzed by using the standardized regression weight of the structural model.
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