The Influence of Social Network Sites on Consumer Psychology --- A study on Bilibili Users

Abstract

This paper aims to explore the influence of social network sites (SNSs) on consumer psychology, focusing on Bilibili users. Nowadays, technology giant companies continuously developed SNSs, whether they are applications or social media websites. They have made a huge difference in peoples normal lives, especially those teenage users. However, these constant changes are having a significant effect on peoples consumption behavior---how they think when it comes to purchasing or how they would react when facing a brand-new product. These effects are what the paper mainly focuses on to research. To achieve this goal, a survey was conducted on a sample of 100 users of Bilibili. The survey results were analyzed to determine the influence of SNSs on consumer psychology. The results showed that Bilibili users were affected by SNSs in terms of their social media consumption behavior, attitude toward consumption, and consumption motivation. It was also found that the influence varied with different types of users and different types of consumption activities. The findings of this study provide useful insights into the relationship between SNSs and consumer psychology. Besides, it also suggests that SNS can be used as an effective tool for marketers to influence consumer behavior and attitudes to promote goods.