Abstract
The rapid development of the short video industry has not only offered individuals innovative ways for entertainment and social contacts, but also facilitated a new online consumption mode. Whereas, during the process of consumption upon short video platforms, there are a flurry of problems, such as ingratiating the general consumption trend, blind consumption, lax quality management of some products, and difficult protection of consumers’ rights and benefits. In this paper, the questionnaire survey method was employed to investigate and analyze College Students’ usage behavior and consumption behavior on short video platforms. It is found that (1) the content and style of short videos, (2) the individual charisma of the vlogger, (3) the user’s personal preference and (4) the platform’s purchase mode are the main factors impacting college students’ consumption. Consequently, it indicates a survey reference for short video platforms to improve user stickiness.
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