Study on the Influence Mechanism of Webcasting on Students' Consumption Behavior-Taking Tiktok Live Broadcast as an Example

Affected by the sudden epidemic in COVID-19 in 2020, various epidemic prevention and control measures greatly restricted residents' consumption activities, and also promoted the development speed of e-business webcasting. With the continuous upgrading of online shopping consumption, various new online shopping methods emerge in an endless stream, and the live broadcast mode of "broadcast+e-business" also rises rapidly. There are more and more groups who watch online live shopping, and university students have become more active among them. The consumption impact of online live broadcast with goods on university students is easy to make university students form bad consumption behaviors such as desire consumption, fast consumption and ahead of time consumption. With the growth of the live broadcast e-business industry, many problems such as exaggerated publicity and uneven quality of anchors have also emerged. Taking Tiktok live broadcast as an example, this paper analyzes the influence mechanism of webcasting on students' consumption behavior, in order to help university students reflect on their own consumption views, and let them establish a correct consumption view by cultivating subjective consciousness, managing bad content and strengthening value guidance.