大学生群体的手机短视频APP 消费行为研究北京理工大学珠海学院 2020 届本科生毕业论文大学生群体的手机短视频 APP 消费行为研究摘 要短视频 APP 是近些年兴起来的新鲜事物，目前已经成为了移动网络视频行业和国民娱乐消遣的重要组成部分，本论文主要研究大学生群体用户在短视频 APP 消费行为的消费意愿。研究模型的自变量是精神需要、社交文化和 UGC 模式；因变量是消费意愿。提出研究假设：三个自变量对因变量的影响程度。问卷调查采取的是定量研究方法。问卷数据通过 SPSS 分析，最后得出相关结论。本次问卷总共回收 300 份，有效样本数为 256 份。研究分析得到三个结果:（1）UGC 模式对短视频 APP 用户消费意愿具有显著的正向影响；（2)精神需要对短视频 APP 用户消费意愿具有正向影响但不太显著；(3)社交文化对短视频APP 用户消费意愿不具有正向影响。关键词：短视频 APP；消费行为；大学生群体；北京理工大学珠海学院 2020 届本科生毕业论文Research on the Consumption Behavior of Mobile Short Video APP for College StudentsAbstractThe short video APP is a new thing that has emerged in recent years, and has now become an important part of the mobile network video industry and national entertainment. This thesis mainly studies the willingness of college students to consume in short video APP. The independent variables of the research model are spiritual needs, social culture and UGC model; the dependent variables are willingness to consume. The research hypothesis is put forward: the degree of influence of three independent variables on the dependent variable. The questionnaire survey adopted a quantitative research method. The questionnaire data was analyzed by SPSS, and relevant conclusions were finally drawn. A total of 300 copies of this questionnaire were recovered, and the number of valid samples was 256. The research and analysis yielded three results: (1) UGC mode has a significant positive effect on the consumer willingness of short video AP...
