Disease or Anxiousness: Purchase Behaviour and the Spread of Hair Loss Messages in Short Video Clips

Abstract

In recent years, health-nurturing practices have gradually penetrated into the daily lives of young people, reflecting the rapid spread of health anxiety.Hair loss has become one of the most troubling problems for countless young people.This paper used the Theory of Planned Behaviour as a theoretical model, and a questionnaire as a research tool, explaining the relationship between the purchase of anti-hair loss products by university students and the dissemination of information about hair loss in short video clips.The results of the study indicate that: a.The longer college students watch short videos, the more likely they are to be exposed to hair loss-related information;b.college students' attention to hair loss-related information in short videos is positively correlated with their purchase of anti-hair loss products; c.College students' trust in anti-hair loss products is positively correlated with their purchase of anti-hair loss product products; d.Social subjective norms about anti-hair loss products have a positive impact on college students' willingness to purchase anti-stripping products;e.College students' perceived ability to control their own purchase of anti-hair loss products in short videos is positively correlated with college students' purchase behavior. This study investigated the current status of hair loss among university students. using of short video platforms, handling of hair loss Information, purchase behaviour of anti-loss products to explain the relationship between the purchase of anti-hair loss products by university students and the dissemination of short video information about hair loss,giving a reference for the dissemination of hair loss information in short videos and the purchase of anti-hair loss products.