Volume 212

With the rapid development of social media and the widespread adoption of the internet, short video platforms have become an important part of consumers' daily lives. They have also become a significant medium for information acquisition, social interaction, and consumption decision-making. The rise of short video platforms has played a crucial role in the purchasing decisions of Generation Z. This study focuses on four key pathways: emotional arousal, social identity, platform algorithms, and user-generated content (UGC). It also explains them through real-life case studies. The research finds that short video platforms have changed the purchasing paths of Generation Z.This transformation is driven by immersive content, algorithm-driven distribution, and strong interactive features. Emotional drive, herd mentality, personalized recommendations, and trust in UGC jointly influence consumer behavior. Based on this, this paper proposes these recommendations: platforms need to enhance advertising transparency and standardize commercial content labeling. It should increase algorithm transparency and grant users the power to self-manage their data and guide consumers like Generation Z towards rational consumption.

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