Research On Consumption Behavior Of Short Video Users From The Perspective Of Identity

Short video industry has been developing rapidly since its rise.It was popular among young people at the beginning.The popularization of mobile applications promoted the spread of short video to middle-aged and elderly people and gradually became a common way of leisure in life.Sharing and interconnection endowed by the Internet has narrowed the distance between people,and the convenience of the Internet makes online consumption gradually become a normal.This paper focuses on the reasons behind the consumption of short video users.My short video user as the research object,based on the identity theory,through the distribution network questionnaire,depth interview and content analysis method,analysis of short video the user’s consumption behavior,in combing theory of identity,a short video on the basis of related research,as well as consumer motivation,understanding the user identity in the process of consumption,and the formation process of identity.The paper is divided into four parts.The first part is about the research background and significance of this study,sorting out relevant researches and theories,understanding the advantages and disadvantages of relevant researches in the academic circle,and making relevant summaries.The research methods used in this paper are introduced.The second part mainly introduces the current consumption status of short video users.Through questionnaires and surveys,we can understand the consumption ways and consumption ways of short video users.In-depth interview and content analysis method are used to understand the consumption motivation of users and the recognition of short video and video owners.The third part,based on understanding of short video consumption situation,consumer behaviour in to watch a short video and consumption in the process of how to construct identity,including users in bi li bi miles short video consumption process of self identity,bi and bi miles UP master in making video consumption produces in the process of social identity,and so on;The fourth part mainly summarizes the identity in a short video to drive consumption limitations existing in the process of consumption and adverse effects,and it put forward the optimization strategy,in order to promote the benign interaction between the user with video,cultivate the user at the right cognition of the consumption idea,reduce user irrational mentality of consumption behavior,and build a good ecological environment and the short video that rational consumption.Social consumption pattern from offline as the main to online as the core,based on users’ independent choice and convenience of consumption.Through the analysis of the profit model of Bilibili video website,the author finds that Bilibili video website has basic profit points,specific profit objects and profit guarantee created by core competitiveness in the profit process.Through the investigation of Bilibili users,it is found that their consumption mode and consumption motivation in the consumption process are affected by various environments.The research finds that the commodities that users choose to consume not only have certain practical value to users,but also include the emotional and conceptual resonance between users and merchants,consumers’ personal love for the video host,consumers’ recognition of the video content,and the recognition of realizing their own value.