The Influence of Short Videos on College  Students’ Purchasing Behavior

Ruihan Bi; Yishu Feng; Jingru Ma

doi:10.54254/2753-7064/19/20231207

Research Article

Open access

Published on 7 December 2023

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Bi,R.;Feng,Y.;Ma,J. (2023). The Influence of Short Videos on College Students’ Purchasing Behavior. Communications in Humanities Research,19,42-53.

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The Influence of Short Videos on College Students’ Purchasing Behavior

Ruihan Bi ¹, Yishu Feng ², Jingru Ma *^,3,

¹ Qingdao University
² Zhejiang Wanli University
³ Wuhan College of Arts and Science

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2753-7064/19/20231207

Abstract

Short video has gradually developed into one of the practical expression ways of information content communication in the mobile Internet—various social media and e-commerce use opportunities from this trend. College students are the most active and mainstream group in Short video. The fragmented communication mode, exciting content, and business behavior of short videos have been integrated into the group of college students, influencing them all the time, including but not limited to purchasing behavior. In this paper, college students are selected to build a mechanism model of the influence of word-of-mouth characteristics of social e-commerce networks on college students’ purchase intention, and the model is tested through empirical research. The results showed that when brand marketing is enhanced, brand interaction, experience perception, interest, and perception are enhanced. The more frequently consumers interact with the brand, the more frequently they connect and communicate with it, and their purchasing behavior will be enhanced.

Keywords

social media, TikTok, advertsing, consuming behavior, short video marketing

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References

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Cite this article

Bi,R.;Feng,Y.;Ma,J. (2023). The Influence of Short Videos on College Students’ Purchasing Behavior. Communications in Humanities Research,19,42-53.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

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About volume

Volume title: Proceedings of the 2nd International Conference on Interdisciplinary Humanities and Communication Studies

Conference website: https://www.icihcs.org/

ISBN：978-1-83558-181-0(Print) / 978-1-83558-182-7(Online)

Conference date: 15 November 2023

Editor：Enrique Mallen, Javier Cifuentes-Faura

Series: Communications in Humanities Research

Volume number: Vol.19

ISSN：2753-7064(Print) / 2753-7072(Online)

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