The Impact of Short videos on People's Consumption Habits

Hailin Fu

doi:10.54097/ehss.v23i.12918

Authors

Hailin Fu

DOI:

https://doi.org/10.54097/ehss.v23i.12918

Keywords:

consumption habits; short video; regions; ages; operation pattern.

Abstract

This article aims to analyze and summarize the changes in consumption habits caused by short video users due to the influence of short video through the literature review and the research of short video software. At the same time, the different age groups of users are affected by short videos. This article analyzes the different marketing strategies and methods of introducing products between different short video platforms. And the influencing factors of short videos and users' personal responses are studied. In addition, this paper combines short video audiences and consumers' personal factors to analyze the impact of short videos on people's consumption behavior. While focusing on the analysis of the short video platform- -TikTok, it is also compared with other platforms. At the same time, the advantages and disadvantages of short video marketing are analyzed, because of the risks brought by false propaganda.

Downloads

Download data is not yet available.

References

Jiao Yuanyuan, Li Zhihui, Fu Shihui, etc. Product information, preset peer response and purchase intention — based on social network scenario. Management Science, 2020, 1: 100-113.

Wang Xuhui, Nie Keyu, Chen Rong. "Explain behavior" or "explain reaction"? What online reviews are more useful — Based on the type of online comments on consumer purchase decisions and boundary conditions . Nankai Management Review, 2017, 4: 27-37.

Zhou Yanfeng, Zhang Ting, and Chen Shaona. Analysis of web celebrity social media communication and consumer emotional tendency — Take the web celebrity brand "Xi Tea" as an example . Business Economy and Management, 2018, 4: 70-80.

KRISTOPHER F,RYAN F,SAAD A,et al.How online product reviews affect retail sales:a meta-analysis. Journal of retailing, 2014, 6: 53-71.

Che Siyu, Sheng Guanghua, Lin Zhengnan. Research on the influence of "brand- -web celebrity blogger" on consumer brand attitude . Soft Science, 2019, 5: 135-139.

Liu Pingcheng, Shi Yongdong. The influence mechanism of live broadcast with cargo marketing mode on consumer purchase decision . China's circulation economy, 2020, 34(10): 38-47.

Xi Luyang, Cheng Ming. On web celebrity economy and its development path — Based on the dual perspective of communication logic and business logic. Enterprise Economy, 2017, 12: 102-108.

Liu Fengjun, Meng Lu, Chen Siyun, et al. Research on the influence of web celebrity live broadcast on consumers' purchase willingness and its mechanism. Journal of Management, 2020, 1: 94-104.

Wu Xinyu. Dazzling wealth plagiarism fake marketing, short video chaos in the "critical hit" an old one small. China Youth Daily, 2023-07-seventeen (003).

Zhao Yuwen. TikTok Ethical anomie and regulation of short video content communication. Media, 2020, 1: 52-54.