The Consumption Behaviour of Short Video Users and Its Influencing Factors

2021 5th Annual International Conference on Data Science and Business Analytics (ICDSBA) Pub Date : 2021-09-01 DOI:10.1109/ICDSBA53075.2021.00051

Ziqian Zhao, Weilun Huang

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Abstract

The purpose of the article discusses the consumption behaviour, influencing factors and personal factors of short video users through literature review, expert interviews and research results. Among the consumption behaviour, it studies herd mentality, blind mentality, impulsive mentality and experiential consumption. Among the influencing factors, it studies advertisements, live commerce, community effects and consumption reasons. At the same time, it also studies the influence of personal factors on short video users' consumption behaviour. Whether short video users consume in short video platform and how much does a person cost has a significant positive correlation with advertisements, live commerce, the community effects and consumption reasons; Incomes in personal factors have a positive significant influence on monthly cost; The consumption reasons in short video platforms, consuming in short video platform (TikTok), consuming in short video platform (Kwai) and advertisements on consumption behaviour significantly affect whether short video users consume. The consumption reasons and the geographic location significantly affect the monthly cost of short video users.

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短视频用户的消费行为及其影响因素

本文的目的是通过文献综述、专家访谈和研究结果来探讨短视频用户的消费行为、影响因素和个人因素。在消费行为中，研究了从众心理、盲目心理、冲动心理和体验性消费。在影响因素中，研究了广告、直播商业、社区效应和消费原因。同时也研究了个人因素对短视频用户消费行为的影响。短视频用户是否在短视频平台消费、人均消费与广告、直播商业、社区效应、消费原因呈显著正相关;个人因素中的收入对月成本有显著正影响;短视频平台的消费原因、短视频平台(TikTok)的消费、短视频平台(Kwai)的消费以及消费行为广告对短视频用户是否消费有显著影响。消费原因和地理位置对短视频用户的月费用有显著影响。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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2021 5th Annual International Conference on Data Science and Business Analytics (ICDSBA)

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