Comparative Analysis of the Consumption Phenomena of Hong Kong Postgraduates via Tiktok and Bilibili Based on In-depth Interviews and Questionnaires

Abstract

The attraction of Bilibili to young audiences is increasing year by year. The explosion of Tiktok has made a certain impact on the popularity of Bilibili. Therefore, it is particularly vital to explore the deep consumption causes behind young people. At present, there is relatively little research on the comparison between Bilibili and Tiktok video platforms, including the consumption psychology of the audience. This kind of research is relatively novel and mainly employed and disseminated in the industry. Therefore, academic research is still rather rare. Meanwhile, there is a lack of in-depth and systematic research results. This study tries to investigate Hong Kong graduate groups from eight prestigious public universities through in-depth interviews and questionnaire surveys, using SPSS software for data analysis. By collecting the comments and feedback of postgraduate students on Bilibili and Tiktok, the consumption status of young audiences and the underlying consumption reasons can be understood. The commercial value will be provided to those similar video broadcast platforms’ business modes. The research suggests that young audiences with a certain educational background have not been significantly affected by using Tiktok, although the popularity of Tiktok in recent years is reflected in the increasing data. Comparatively, Bilibili is relatively attractive to this group. This group will not blindly engage in impulsive consumption on the platform. The underlying consumption reasons can be summarized as follows: the upgrading of the consumption concept, the demand for functional products, better daily consumption platform alternatives, and the fondness for anchors.