基于抖音平台的大学生服装消费行为分析  

Analysis of University Students'Apparel Consumption Behavior on the TikTok Platform

作　　者：刘佳兴 侯东昱[1] LIU Jiaxing;HOU Dongyu(College of Textile and Garments,Hebei University of Science and Technology,Shijiazhuang 050018,China)

机构地区：[1]河北科技大学纺织服装学院,河北石家庄050018

出　　处：《西部皮革》2024年第20期41-43,共3页West Leather

摘　　要：随着短视频平台与电商合作的不断加深,抖音已经成为大学生购买服装的重要渠道之一。文章旨在探讨大学生群体在抖音平台购买服装的消费行为及其影响因素。通过问卷调查的方法,文章分析了大学生在抖音购买服装的原因、消费行为以及存在的问题,并有针对性的提出了解决的建议。As the integration of short video platforms with e-commerce continues to intensify,TikTok has emerged as a significant conduit for college students to purchase apparel.This paper aims to delve into the consumer behavior and influencing factors of the college demographic when purchasing clothing on the TikTok platform.Employing a survey methodology,the study examines the motivations behind college students'clothing purchases on TikTok,their consumption patterns,and the issues they encounter.It also proposes targeted solutions to these challenges.

关 键 词：直播 短视频 服装 电商 

分 类 号：F713.55[经济管理—市场营销] G645.5[经济管理—产业经济]