Author(s)

Luzhiqing Ye, Ran Wu, Dongjun Shi

Corresponding Author

Luzhiqing Ye

Abstract

With the rapid development of cross-border e-commerce, there are various channels for consumers in China to purchase foreign goods. As a large group that can quickly accept new things, college students can buy more and more overseas products through such platforms. It has affected the attitude of contemporary college students towards domestic products. The research found that although most college students can consume rationally and do not blindly praise foreign products, their recognition of domestic products is not high.

Keywords

College students, National-brand Consciousness, Consumer behavior, Cross-border e-commerce