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论文编号：	15374
作者编号：	2120223808
上传时间：	2025/6/8 20:01:11
中文题目：	短视频电商平台大学生购物信息搜寻行为影响因素研究
英文题目：	Research on Influencing Factors of Shopping Information Search Behavior of College Students on Short Video E-commerce Platforms
指导老师：	姚欣林
中文关键字：	短视频电商平台；购物信息搜寻行为；大学生；影响因素
英文关键字：	Short - video e - commerce platform; College students; Shopping information search behavior; Structural equation model
中文摘要：	在数字化转型加速的背景下，我国手机网民规模庞大，短视频和网络购物用户众多且持续增长。消费场景从传统电商转向短视频及内容驱动型平台，抖音等融合型平台成为重要商业阵地。大学生作为信息时代原住民，消费行为具有重要研究价值，其在抖音平台的消费决策受短视频电商影响，但现有研究对该领域关注不足。本研究以抖音平台为例，旨在深入探究大学生购物信息搜寻行为的影响因素及其作用机制。 研究综合运用多种方法。通过文献研究法梳理国内外相关研究现状，为后续研究提供理论基础；采用扎根理论和半结构化访谈法，对抖音平台的高校在校生进行访谈，构建理论模型，提炼出认知风格、消费心理、感知有用性、感知易用性、算法推荐、信息质量、群体互动、平台信任等影响因素。运用问卷调查法收集 312 份有效问卷数据，借助结构方程模型（SEM）分析各因素的直接影响效应，利用模糊集定性比较分析（fsQCA）探究多因素的组合效应。 研究结果显示，SEM 分析中，感知易用性、感知有用性、算法推荐、信息质量、平台信任、认知风格、消费心理显著影响大学生在抖音平台的购物信息搜寻行为，而群体互动对其影响不显著。fsQCA 分析表明，大学生购物信息搜寻行为并非由单一因素决定，而是受多因素组合作用影响，具体存在技术驱动型、社交补偿型、风险规避型三种模式。其中，感知易用性和感知有用性在各组态构型中为核心条件。本研究为短视频平台优化信息搜寻功能、商家制定精准营销策略以及大学生理性消费提供了理论支持和实践指导。
英文摘要：	Under the accelerating digital transformation, China boasts a massive mobile internet user base with continuously growing populations of short video viewers and online shoppers. Consumption scenarios have shifted from traditional e-commerce to short video and content-driven platforms, making integrated platforms like Douyin pivotal commercial arenas. As digital natives, university students' consumption behaviors hold significant research value, particularly regarding how short video e-commerce influences their consumption decision-making on Douyin – an understudied area in existing research. This study takes Douyin as a case to investigate the influencing factors and mechanisms shaping college students' shopping information-seeking behaviors on the platform. The research employs a mixed-methods approach. Through literature review, we synthesize domestic and international research to establish theoretical foundations. Utilizing grounded theory and semi-structured interviews with university students on Douyin, we construct a theoretical model identifying key factors: cognitive style, consumption psychology, perceived usefulness, perceived ease of use, algorithm recommendation, information quality, social interaction, and platform trust. A survey collecting 312 valid responses enables structural equation modeling (SEM) to analyze direct effects, while fuzzy-set qualitative comparative analysis (fsQCA) explores combinatorial effects of multiple factors. Findings reveal through SEM analysis that perceived ease of use, perceived usefulness, algorithm recommendations, information quality, platform trust, cognitive style, and consumption psychology significantly impact students' information-seeking behaviors, while social interaction shows no significant effect. fsQCA results demonstrate that these behaviors emerge from synergistic combinations of factors, presenting three distinct patterns: technology-driven, social-compensation, and risk-aversion models. Notably, perceived ease of use and perceived usefulness serve as core conditions across all configurations. This study provides theoretical insights and practical guidance for optimizing short video platforms' information services, formulating targeted marketing strategies, and promoting rational consumption among college students.
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