摘要：信息化时代，网络直播带货的营销模式日益火爆，在全球新冠肺炎疫情的影响下，直播带货的营销模式更是迎来新的爆发期。在此背景下,本文以天津师范大学学生为调研对象,结合多元线性回归模型，提出优质内容、互动性、网红主播魅力、激励机制和增值内容5个影响大学生购买决策的影响因素，构建了天津师范大学生网络直播带货消费影响因素的模型，并提出相关假设。为了验证相关理论模型和假设是否成立，本研究运用问卷调查法进行数据的收集，对收集来的数据使用 SPSS软件进行分析处理。得出结论如下：优质内容、互动性对天津师范大大学生购买决策有显著的负向影响；激励机制、网红主播魅力、增值内容对天津师范大大学生购买决策有显著的正向影响。

关键词：网络直播带货；购买决策；影响因素

An analysis of the factors influencing the purchase decision of college students with live-streaming goods on the Internet

-Take Tianjin Normal University as an Example

Abstract:In the information age,the marketing mode of live broadcast with goods is becoming increasingly popular. Under the influence of the global COVID-19 epidemic,the marketing mode of live broadcast with goods is ushering in a new outbreak period. In this background, this article to Tianjin normal university students as research object,combined with the multivariate linear regression model, put forward high quality content,interactive, web celebrity anchor charm,incentive mechanism and value-added content five influence factors influencing college students' buying decision, build the network of Tianjin normal university students live with goods consumption influencing factors model, and put forward relevant assumptions. In order to verify the validity of relevant theoretical models and hypotheses,this study used questionnaire survey to collect data, and used SPSS software to analyze and process the collected data. The conclusion is as follows: high quality content and interactivity have a significant negative impact on the purchase decision of Tianjin Normal University students;The incentive mechanism, the charm of web celebrity anchors and the value-added content have a significant positive influence on the purchase decision of Tianjin Normal University students.

Keywords:Network live broadcast with goods;Buying decision；Influencing factor