The Impact of Chinese Social Media Douyin on Chinese College Students' Consumer Psychology

Abstract

This dissertation focuses on the influence of social media Douyin on the psychology of consumption by Chinese college students. It mainly studies the influence of Douyin videos on college students, how the content of Douyin videos has prompted college students' “irrational” consumption, and how Douyin shopping has changed college students' consumption methods. With the development of social media, college students can gain more knowledge from it. In Douyin, they are attracted by video advertisements and live broadcasts, which encourage them to buy products they don't need. As well as being able to recognize different brands and pursue fashion and trends on the internet. The content of Douyin is changing college students' consumerism, including impulse spending, branding, and “irrational” spending. Targeted advertisements and personalization in social media, which are accurately pushed to users, stimulate the consumption psychology of college students. Examples include instant gratification and impulse spending, comparison spending, false advertising, and fragmented entertainment shopping.