A Study on the Influence of the Image Characteristics of the Hosts with Goods on the Consumption Intention of College Students -- An Empirical Study Based on the Consumption Groups of College Students

Abstract

The continued impact of COVID-19 has pushed the purchasing power of Chinese consumers and the new consumption form of e-commerce live streaming to the peak, making it a hot consumption hotspot today. Data show that by June 2021, China's Internet penetration rate is 71.6%, the scale of Chinese Internet users is about 1.011 billion; Chinese online shopping consumers have reached 812 million, up 7.0% from 2020; the number of users participating in e-commerce live broadcast, has reached 384 million, online shopping users account for 38.0% of the overall national Internet users. At the same time, the digital economy and the new profit model, like e-commerce live streaming, are realizing rapid development. E-commerce live streaming shopping has also become a favorite new shopping mode for contemporary consumers. The rise of e-commerce live streaming platforms has changed the way consumers shop, and live streaming has become a hot topic today.