| TikTok has developed to the first position in the domestic short video industry in just a few years,and has truly realized its slogan "short video APP that young people will use".In order to continuously meet the needs of consumers,Tik Tok officially launched the shopping cart section before the "Double 12" in 2018,and the social e-commerce function of Tik Tok was opened,and more and more young people began to consume on Tik Tok.However,while continuing to facilitate life,it has also had an increasing impact on the consumption behavior of most young people,especially college students.First,due to factors such as inadequate platform review and merchant tricks,college students have induced consumption and impulse consumption;Second,college students are in the period of cultivation of values,and some college students have not formed good consumption habits and often do not have healthy consumption behaviors.Therefore,this study focuses on the negative factors of the impact of Tik Tok platform on college students’ consumption behavior,and puts forward optimization suggestions for negative factors.In this paper,we decided to use the in-depth interview method and questionnaire survey method to explore the factors influencing Tik Tok’s consumption behavior on college students.First,the in-depth interview method was adopted,and the interview sample was selected according to seven major regions in China,and two college students who had consumed Tik Tok,that is,14 in-depth interview subjects,were selected in each region to conduct semi-open in-depth interviews.Through the results of in-depth interviews and comprehensive analysis of literature,the influencing factors that may affect college students’ consumption behavior in Tik Tok short videos were determined,and the relatively mature model of technical acceptance model(TAM)was selected,and then combined with the specific consumption environment of Tik Tok,the relationship between Tik Tok perceived usefulness,Tik Tok perceived ease of use,Tik Tok perceived risk,Tik Tok opinion leaders,consumption willingness and college students’ consumption behavior was constructed.The pre-research questionnaire is distributed through the questionnaire star platform,the reliability and validity analysis of the data is analyzed by SPSS26.0 software,and after verifying that each topic is suitable for measurement,the formal research questionnaire is issued to descriptively analyze,reliability and validity analysis,and related analysis of the formal research questionnaire.Finally,AMOS software is used to analyze the structural equation model to further determine the influence strength of each factor.Through empirical analysis and analysis,it is found that the perceived usefulness of Tik Tok and the perceived ease of use of Tik Tok are significantly positively correlated with consumption intention,Tik Tok perceived risk is significantly negatively correlated with consumption intention,and consumption willingness is significantly positively correlated with consumption behavior,which is consistent with the expected hypothesis.However,Tik Tok opinion leaders showed that they could not significantly affect consumption intentions,which was inconsistent with the expected assumptions,and the article discussed the possible reasons in combination with Tik Tok’s e-commerce environment and special groups of college students.Finally,it is concluded that the impact of Tik Tok short videos on college students’ consumption behavior can be described as a double-edged sword,and it is necessary to improve the negative impact in time,so measures to optimize college students’ consumption habits and reduce college students’ perceived risks are proposed from many aspects. |
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