The consumption behavior of college students in Tik Tok live broadcast room brushes gifts for those so-called online celebrities through live broadcast. Recommend all kinds of clothes, cosmetics and snacks to college students from the media platform, and evaluate them in real time to increase purchasing power and conviction. These goods are brought by online celebrities through live broadcast and are deeply loved by college students. This also makes their college students' consumption behavior in Tik Tok live broadcast room.