Research on the Impact of the Development of Short Video Platform on Consumers’ Purchase Demand and Consumption Level and the Reasons——Take Tiktok as an example

Abstract

“Short video + e-commerce” means using capable online applications such as the Tiktok platform to buy and sell products in the form of short videos. With the rapid development of the Tiktok platform and the introduction of e-commerce, the “Short video + e-commerce” shopping method gradually produces impact on consumers’ purchase behaviors. In this research, the impact on the purchase demand of TikTok users and the reasons for the increasing consumption of online short video platforms by network users are explored using the questionnaire survey, interview, and literature research. The results illustrate the reasons from six aspects: convenience, diversity, detailed descriptions, bargains, big data push, and the freshness of curiosity induced by short videos. Moreover, some current shortcomings of the TikTok shopping system have been suggested by several consumers in the interview, including inventing more practical functions for consumers and strictly supervising unscrupulous enterprises. In conclusion, this research investigated a positive relationship between the development of short video platforms and consumers’ purchase demand and consumption level, pointing out some improvements that TikTok can provide.