摘要
近年来随着移动互联网的普及和网络技术的发展，网络文化已然成为现代社会文化的一个重要组成部分，从而衍生出“媒体+直播”的新型传播模式，该模式凭借自身在线实时互动的促销能力为用户带来更加深刻、精准的体验感，已深入人们生活的方方面面。本文重点探讨网络直播情景下，社会临场感、共在临场感以及规范性影响与大学生从众性消费行为之间的关系，为引导大学生树立正确的消费观念提供理论依据，也为网络直播营销的良性可持续发展提供策略指引。
关键词： 网络直播；临场感；规范性影响；从众性消费行为
Abstract
In recent years, with the popularization of mobile Internet and the development of network technology, network culture has become an important part of modern social culture, which has derived a new communication mode of "media + live broadcast". This mode brings users a more profound and accurate sense of experience by virtue of its online real-time interactive promotion ability, and has gone deep into all aspects of people's life. This paper focuses on the relationship between social presence, CO presence, normative impact and college students' herd-consumption behavior in the context of webcast, which provides a theoretical basis for guiding college students to establish a correct consumption concept, and also provides strategic guidance for the benign and sustainable development of webcast marketing.
Key words： Webcast; Tele-presence; Normative Impact; Herd-based Consumption Behavior
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