Research on the Influence of social media on Internet Consumption Behavior from the Perspective of Consumer Culture

Abstract

How knowledge sharing in the discussed community influences users' purchasing decisions. And then put forward the management strategy to improve the user's usage behavior in the community. This topic will focus on the "TikTok" social media. Through empirical analysis, this paper explores how business users can influence customer purchasing behavior through information sharing in the social media environment. The results show that the factors such as user interaction mode, user perceived risk and user occupation level have positive effects on user purchase decision. The knowledge sharing process regulates the user's purchase intention through the content and level of sharing, and the sharing content is the most significant.