网络直播带货对大学生思想价值观念的影响及对策研究
Research on the Influence of Network Live Broadcast with Goods on the Ideological Values of College Students and Countermeasures

网络直播带货作为互联网科技与经济社会发展的必然产物，不仅为我国经济注入了新活力，同时也成为了大学生热衷的消费方式。然而，直播带货给大学生带来便利和愉悦的同时，也存在诸多负面影响。首先，直播内容的繁多使得大学生接触到的信息趋于碎片化，这无疑对他们深度思考和判断力造成了一定程度的削弱。其次，网络直播引发的消费异化现象，容易使大学生产生非理性消费行为，最后，大学生的价值观念也容易受到从业人员素质参差不齐的影响。因此，本文旨在对网络直播带货对大学生产生的消极影响进行深入分析，进而引导他们树立正确的消费观念。
As an inevitable product of Internet technology and economic and social development, network live broadcast with goods has not only injected new vitality into China’s economy, but also become a popular consumption method for college students. However, while network live broadcast with goods brings convenience and pleasure to college students, it also has many negative effects. First of all, the variety of live broadcast content makes the information that college students are exposed to tend to be fragmented, which undoubtedly weakens their deep thinking and judgment to a certain extent. Secondly, the phenomenon of consumption alienation caused by online live broadcast is easy to cause irrational consumption behavior of college students, and finally, the value concept of college students is also easily affected by the uneven quality of employees. Therefore, this paper aims to conduct an in-depth analysis of the negative impact of network live broadcast with goods on college students, and then guide them to establish a correct consumption concept.