Tools
Tools
Wang, Xinya (2024) Revolutionizing Retail Analyzing Douyin's Influence on the Digital Shopping Behaviors of China's Youth. Masters thesis, Dublin, National College of Ireland.
Preview |
PDF (Master of Science)
Download (1MB) | Preview |
Abstract
This paper explores the significant impact of Douyin, China's leading short video platform, on the purchasing decisions of Chinese consumers aged 20-30. With more than 700 million daily active users, Douyin is not only a short video focused social media, but also integrates e-commerce features that have a significant impact on consumer
behavior. This study explores how Douyin's personalized recommendation algorithm, KOLs, and integrated e-commerce capabilities are reshaping shopping patterns for young consumers.
The study uses a qualitative approach to gather in-depth insights from users in the target population through semi-structured interviews. The results of the analysis show that personalized content greatly increases user engagement, influences purchase decisions, and often leads to impulsive purchases. Influencers on Douyin also play a vital role in shaping brand perception and enhancing consumer trust.
In addition, the seamless integration of e-commerce functions in Douyin, such as instant purchases during live broadcasts, creates a seamless connection from product discovery to purchase, thus facilitating users' shopping experience. This integration is particularly effective in reducing the steps between interest and purchase.
This paper contributes to an understanding of the digital marketing strategies of Chinese social media platforms and provides recommendations for leveraging these insights in the broader context of digital marketing. The paper highlights Douyi's transformative role in e-commerce. It will help other applications study how to become better tools for
integrating social media with e-commerce.
Actions (login required)
 |
View Item |