A Study on the Mechanism of Short Video Marketing on the Purchase Intention of Group Purchase Packages Among Young Consumers in Chaoyang District, Beijing

Abstract

In recent years, with the rapid development of the Internet, the rapid rise of cloud data computing, 5G, big data and other emerging technologies have brought great changes to our study and life. This paper takes the users of Douyin local life group purchase board as the research object. From the perspective of the audience, this paper uses the technical model and the method of analysis and coupon survey to understand the usage situation of Douyin users, and discusses the relationship between the factors affecting users' usage intention and their actual usage behavior.  The data were collected statistically and then analyzed by SPSS 20.0 software. The empirical results show that the popularity rate of Douyin app is high and the user stickiness is certain. Gender, age and educational background were significantly correlated with the use behavior in different degrees.