Research on the Influence of Live Webcast on Teenagers' Consumption Behavior under the New Media Background

Abstract

With the continuous development of the Internet economy, short video on the Internet has an increasing influence on the consumption behavior of teenagers. How to help teenagers correctly grasp consumption behavior has become a hot issue in society. Live marketing is a new network marketing mode, which combines the characteristics of previous video marketing, community marketing and event marketing, and can make brand, marketing, users, transactions and communities coherent. As a new product of Internet technology, live webcast is also one of the external factors that influence the youth's consumption values, and it also exerts a subtle influence on the formation of the youth's correct consumption values. This paper takes Tiktok short video platform as an example to study the comprehensiveness, interest, interactivity and quality of Tiktok short video content, explore whether consumers' purchase intention will be affected by these four dimensions, and introduce the perceived value as an intermediary variable for further research. Use the user behavior decision analysis model to analyze the influencing factors of live broadcast marketing on consumers' purchase intention, and finally propose measures for the problems of live broadcast marketing, so as to provide reference for Tiktok to improve marketing efficiency.