Communications in Humanities Research ISSN: 2753-7072
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Research Article

The Influence of Short Videos on College Students’ Purchasing Behavior

Ruihan BiQingdao University Yishu FengZhejiang Wanli University Jingru MaWuhan College of Arts and Science*

* Corresponding author: [email protected]

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
Published: December 7, 2023
DOI: 10.54254/2753-7064/19/20231207
Volume: CHR Vol.19
pp. 42-53
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