Abstract
The purpose of the article discusses the consumption behaviour, influencing factors and personal factors of short video users through literature review, expert interviews and research results. Among the consumption behaviour, it studies herd mentality, blind mentality, impulsive mentality and experiential consumption. Among the influencing factors, it studies advertisements, live commerce, community effects and consumption reasons. At the same time, it also studies the influence of personal factors on short video users' consumption behaviour. Whether short video users consume in short video platform and how much does a person cost has a significant positive correlation with advertisements, live commerce, the community effects and consumption reasons; Incomes in personal factors have a positive significant influence on monthly cost; The consumption reasons in short video platforms, consuming in short video platform (TikTok), consuming in short video platform (Kwai) and advertisements on consumption behaviour significantly affect whether short video users consume. The consumption reasons and the geographic location significantly affect the monthly cost of short video users.
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