Unveiling the Impact of Short Videos: Consumption Behavior and Decision-Making in the Digital Age

Chen Zeng

doi:10.54097/hbem.v21i.14538

Authors

Chen Zeng

DOI:

https://doi.org/10.54097/hbem.v21i.14538

Keywords:

Short videos, consumer behavior, media engagement, social influence, digital media.

Abstract

The rapid proliferation of short videos has transformed the media landscape and profoundly impacted individuals' consumption behavior. This study explores the dynamic interplay between short videos and consumer preferences, shedding light on the evolving nature of media engagement and its implications for businesses and marketers. Through a questionnaire survey method, this research delves into the factors that drive people's engagement with short videos and their subsequent consumption choices. The data is then analyzed using R programming to uncover key insights into the effects of short videos on various aspects of consumer behavior. The findings suggest a significant correlation between short video exposure and increased product awareness, information-seeking behavior, and brand perception. The study identifies that short videos have the potential to influence purchase intent and decision-making processes. As individuals increasingly rely on digital platforms for information and entertainment, understanding the intricate relationship between short videos and consumption behavior becomes imperative. This research contributes to the growing body of literature by providing empirical evidence of the transformative impact of short videos on consumer decision-making.

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