摘要
随着互联网技术的进步和移动网络设备的普及,网络直播已经成为当下广受欢迎的一种娱乐方式,以网络直播为中介的购物打赏等也成为一种新的消费营销模式。其中,青少年是网络直播的一大受众。他们大多没有收入,依靠父母提供生活来源。网络直播对他们的吸引力可能导致青少年在观看网络直播的同时产生了冲动消费甚至超前消费现象。研究网络直播对青少年冲动消费的影响,了解当下青少年消费价值观,为国家监管网络直播平台、家庭和学校的消费理念教育提供重要依据。
With the advancement of Internet technology and the popularization of mobile network devices,livestreaming has become a popular form of entertainment nowadays,and shopping and rewarding with livestreaming as an intermediary have also become a new model of consumer marketing.Among them,teenagers are a large group of audience of livestreaming.Most of them have no income and rely on their parents to provide a source of livelihood.The attraction of livestreaming to them may cause young people to have impulsive consumption or even pre-consumption behaviors while watching the livestreaming.To study the impact of livestreaming on young people’s impulsive consumption,to understand the current values of young people’s consumption,and to provide an important basis for the national supervision of livestreaming platforms,family and school consumption philosophy education.
作者
张玉婷
宋北辰
ZHANG Yuting;SONG Beichen(School of Labor Economics,Capital University of Economics and Business)
出处
《中国商论》
2021年第24期67-73,共7页
China Journal of Commerce
关键词
网络直播
冲动性购买
家庭理财教育
livestreaming
impulsive buying
family financial education
