The Impact of Social Media Influencers on Generation Z Online Consumer Behavior (Take the Social Media Platform Douyin as an Example)

Abstract

Nowadays, there is a gradual shift in the way more and more people shop due to the influence of the pandemic. Shopping is moving away from brick-and-mortar stores and towards e-commerce shopping streams on social platforms. People are getting their needs met by watching live streams of e-commerce anchors, not only buying what they want but also reaping the benefits of quasi-social relationships online through their interactions on the Internet. The goal of this research is to investigate the link between influencer marketing and the effect that social media influencers have on the online shopping habits of members of Generation Z. Specifically, this study will look at how China Generation Z shoppers are influenced by those who are influential on social media. The results of a nationwide online survey of 227 Chinese Generation Z people show that social media influencers have a significant impact on Generation Z online consumer behavior, especially on the Douyin social media platform. The questionnaire respondents were from different regions of China's interior and the population was evenly distributed. The impact of different influencer marketing strategies and behavioral characteristics on the online consumer behavior of this age group is discussed.