Dear student, this research focuses on whether accounting knowledge promotes rational consumption in live streaming e commerce among Chinese college students, with a comparative analysis of business and non business students in Zhejiang universities. The researcher wishes to establish the impact of accounting knowledge on students’ live streaming purchase decisions, to compare the consumption behaviors and financial literacy levels of business versus non business students, and to identify the live streaming environmental factors that most significantly trigger irrational consumption. It would be highly appreciated should you be able to assist by answering the attached questionnaire. The information provided will be treated with utmost confidentiality and anonymity and will be used for the purpose of this research ONLY. No other use will be made of the information obtained, either for third party reasons or otherwise, without the express permission of the respondent. The questionnaire will take approximately 8–10 minutes to complete. Your participation is voluntary, and you may withdraw at any time without giving any reason. By completing and returning the questionnaire, you indicate your consent to participate. Thank you very much for your time and cooperation.