Analysis of the reasons for the excessive consumption of students influenced by the development of e-commerce and short video live-streaming platforms, along with recommendations

Abstract

This article starts from the context of post-pandemic consumer overheating in the domestic market and explores the impact of e-commerce and short video live-streaming platforms on the consumption habits of student groups. Based on the theoretical perspective of behavioral economics, it conducts a psychological study of students' consumption characteristics. As a result, it concludes that the influence of e-commerce and short video live-streaming platforms on student consumption habits is primarily negative. Therefore, it is essential to pay attention to and educate students on cultivating their consumer attitudes and improving their understanding of consumption.