Research Article
The Influence of Short Video Content on The Consumption Behavior of College Students
@INPROCEEDINGS{10.4108/eai.2-12-2022.2332276, author={Siyu Gan and Qianyao Lin and Zheqiao Xu}, title={The Influence of Short Video Content on The Consumption Behavior of College Students}, proceedings={Proceedings of the 3rd International Conference on Big Data Economy and Information Management, BDEIM 2022, December 2-3, 2022, Zhengzhou, China}, publisher={EAI}, proceedings_a={BDEIM}, year={2023}, month={6}, keywords={short video content; short video e-commerce; college students; economic consumption behavior}, doi={10.4108/eai.2-12-2022.2332276} }- Siyu Gan
Qianyao Lin
Zheqiao Xu
Year: 2023
The Influence of Short Video Content on The Consumption Behavior of College Students
BDEIM
EAI
DOI: 10.4108/eai.2-12-2022.2332276
Abstract
Under the new media environment, the short video e-commerce model is popular, and the e-commerce economy has brought a lot of convenience to college students, but also affected their consumption behavior to a certain extent. This paper studies the influence of short video content on college students' consumption willingness and behavior by means of literature review and questionnaire survey. Through regression analysis, the following results are obtained: college students' individual needs, commodity attributes, video creators and short video experience on their consumption behavior A significant positive correlation was found. Therefore, college students should improve their ability to discriminate and purchase products rationally. Video creators should abide by professional ethics. Businesses and enterprises should also improve the quality of short videos and products, so as to jointly promote the sound development of the e-commerce economy and guide the healthy economic consumption behavior of college students.