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Risk analysis of College Students’ e-commerce live broadcast based on data in survey

In the process of China’s rapid economic development, e-commerce live shopping has played an important role. However, as the main group of e-commerce live shopping for college students, related shopping risks occur frequently, causing things to harm their own interests. Therefore, it is an important topic to explore the sources of risks and measures to prevent risks. In this regard, this article uses SPSS to analyze relevant result data through a questionnaire survey, with college students as the main group of the survey. The study found that many college students have a low level of understanding of the risks of shopping, and in the process of live e-commerce shopping, they are generally concerned about product quality, business reputation and whether personal information is easy to leak. Therefore, in order to better enable college students to avoid risks in the process of live shopping and take effective measures towards the risks occurrence, we suggest strengthening the popularization of e-commerce live broadcast risk prevention knowledge for college students, so that they can master relevant legal knowledge to a certain degree. College students can take measures to retain electronic invoices or proof of their purchase while merchants can improve payment security levels.