The impact of evaluation video on social media on consumer behavior in China

DOI

10.2991/978-2-38476-222-4_25How to use a DOI?

Keywords

evaluation video; social media; consumer behavior

Abstract

Research on social media to evaluate whether and how videos affect users’ consumption choices. This paper distributed three questionnaires on five different social media without difference, and collected 216 valid questionnaires. The result show that the higher the quality of evaluation videos, the higher people’s trust in evaluation bloggers; Advertisements in evaluation videos will weaken users’ trust in evaluation bloggers; Cheap product prices will make price-sensitive social media users have a strong influence on their consumption behavior; And the consumption behaviors of social media users can be guided by the targeted objective data of the evaluation videos, so as to generate consumption behaviors. The final conclusion is that evaluation videos can become a more trusted means of promotion among users on social media.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Yaojie Long
PY  - 2024
DA  - 2024/03/26
TI  - The impact of evaluation video on social media on consumer behavior in China
BT  - Proceedings of the 3rd International Conference on Culture, Design and Social Development (CDSD 2023)
PB  - Atlantis Press
SP  - 213
EP  - 221
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-222-4_25
DO  - 10.2991/978-2-38476-222-4_25
ID  - Long2024
ER  -