1抖音短视频对大学生消费决策的影响研究摘 要近年来，各类短视频社交软件层出不穷，从最开始的最右，火山小视频到后来的快手、抖音等短视频社交平台。2017 年后，短视频的发展更是风起云涌，其中，抖音再一次将短视频社交平台推向了高潮。同时，随着网络经济时代的到来和发展 ，线上交易也成为人们消费的中坚环节，网络营销也已成为营销渠道中不可忽视的力量。本文以抖音短视频平台为研究对象，研究此平台中的一些网络营销因素对大学生消费决策的影响。本文共提出了五个假设，用问卷调查的方式进行研究并运用多元回归分析对其进行了具体的验证。验证结果显示抖音意见领袖和网红产品等对大学生消费决策有影响，本文也据此提出了几点营销方面的建议。关键词：短视频 网络营销 消费决策ABSTRACTIn recent years, various short video social softwares have emerged from the very beginning, the rightmost volcano video to the short video social platform such as fast hand and vibrato. After 2017, the development of short videos is more and more turbulent. Among them, Vibrato once again pushed the short video social platform to a climax. At the same time, with the advent and development of the network economy era, online transactions have become the backbone of people's consumption, and online marketing has become a force that cannot be ignored in marketing channels. This paper takes the vibrato short video platform as the research object, and studies the influence of some network marketing factors on the consumption decision of college students. In this paper, five hypotheses are proposed, which are studied by means of questionnaires and verified by multiple regression analysis. The verification results show that the vibrating opinion leaders and the network red products have an impact on the college students' consumption decision-making. This paper also puts forward some marketing suggestions.KEYWORDS：Short video Internet marketing Consumption decision...
