Influence of Short Video Usage Habits on Consuming Behavior of Chinese College Students - Taking Douyin as an Example
Abstract
As one of the most popular short video platforms in China, Douyin is mainly used by college students, so it is important to study
the usage habits of them. In recent years, short video has integrated with e-commerce and precise recommendation of big data. Advertising
and live streaming can promote users’ online consumption, making college students become important consumers on Douyin. Exploring the
relationship between college students’ usage habits of Douyin and consumption behavior can provide certain guidance for college students’
consumption on short video platforms and provide suggestions for enterprises’ advertising.
the usage habits of them. In recent years, short video has integrated with e-commerce and precise recommendation of big data. Advertising
and live streaming can promote users’ online consumption, making college students become important consumers on Douyin. Exploring the
relationship between college students’ usage habits of Douyin and consumption behavior can provide certain guidance for college students’
consumption on short video platforms and provide suggestions for enterprises’ advertising.
Keywords
Douyin; consumption; college students; usage habits; advertising
Full Text:
PDFReferences
[1] China Internet Network Information Center. The 51st Statistical Report on the Development of the Internet in China. Available
from: https://www3.cnnic.cn/n4/2023/0303/c88-10757.html [Accessed 9th August 2023].
[2] Wang Zhen. Douyin released first college student data report, College students create videos with over 311 trillion views. Available
from: http://capital.people.com.cn/n1/2021/0126/c405954-32012925.html [Accessed 9th August 2023].
[3] Ling Peizhi & Zeng Jun. Short Video Advertising Precision Marketing Strategy. Cooperative economy and science and technology,
2022; (05)88-89.
DOI: http://dx.doi.org/10.18686/fm.v9i1.12043
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