Tian Chuan, Wong Ming Wong
This paper has conducted an in-depth study of the impact of live broadcast marketing on college students' purchasing decision. Through the investigation relating the current situation of live broadcast marketing and college students' purchasing pattern, the influence mode, specific effects and contributing factors can be inferred. In this paper, a specific questionnaire was designed based on the research model, of which the reliability and validity of statistic findings were tested to make sure that it could be used. On the basis of this survey, this article carries out correlation analysis and regression analysis on the live broadcast marketing and college students' purchase decision and draw a conclusion about the impact of live broadcast marketing on college students' purchasing decision, thus offering some constructive comments or suggestions for reference to enterprises, live broadcast operators and college students.