网络直播对高职学生消费价值观的影响研究——以乌鲁木齐高职学生为例  

A study on the impact of network broadcast on the consumption values of vocational college students—A case study of vocational college students in Urumqi

作　　者：张灵 Zhang Ling(Urumqi Vocational University,Urumqi,Xinjiang,830000)

机构地区：[1]乌鲁木齐职业大学,新疆乌鲁木齐830000

出　　处：《市场周刊》2024年第14期73-76,共4页Market Weekly

基　　金：2023年度乌鲁木齐职业大学校级科研课题“网络直播对乌鲁木齐高职学生消费价值观的影响研究”(项目编号:2023XY002)。

摘　　要：为探析数字化娱乐时代,新型媒体对学生消费行为和观念的塑造机制。首先采用深度学习算法,从网络直播平台获取学生的观看、点赞、评论、分享等多维度数据。随后构建多层神经网络结构,包括输入层、多个隐藏层和输出层。每个层次通过权重连接,捕捉学生互动行为与消费价值观之间的非线性关系。最后以乌鲁木齐高职学生为研究对象,发现直播观看超过10小时的学生,价值观得分越高,学生可能更倾向于信赖与点赞相关的产品或服务,所提方法有助于制定更有针对性的营销策略和创新产品,满足年轻人多样化的消费需求。In order to explore the shaping mechanism of new media on studentsconsumption behavior and concept in the era of digital entertainment.Firstly,a deep learning algorithm is used to obtain multidimensional data such as studentsviewing,likes,comments and sharing from the network broadcast platform.Then the multi-layer neural network structure is constructed,including input layer,multiple hidden layers and output layer.Each level is connected by weights to capture the non-linear relationship between studentsinteractive behavior and consumption values.Finally,taking vocational college students in Urumqi as the research object,it is found that the higher the value score of students who watch live broadcast for more than 10 hours,the more inclined the students are to trust products or services related to likes.The proposed method is helpful to develop more targeted marketing strategies and innovative products to meet the diversified consumer needs of young people.

关 键 词：网络直播 神经网络 权重连接 消费价值观 非线性关系 

分 类 号：F713.55[经济管理—市场营销]