基于抖音平台的新媒体用户购买意愿影响因素的实证研究  

An Empirical Study on the Infl uencing Factors of New Media User’s Purchase Intention Based on Douyin Platform

作　　者：周怀谷 王兴槐 刘轩麟 ZHOU Huaigu;WANG Xinghuai;LIU Xuanlin(Lanzhou Petrochemical University of Vocational,Lanzhou,Gansu 730000;People’s Government of Xuanma Town,Qingcheng County,Qingyang,Gansu 745100)

机构地区：[1]兰州石化职业技术大学,甘肃兰州730000 [2]庆城县玄马镇人民政府,甘肃庆阳745100

出　　处：《中国商论》2025年第4期58-62,共5页China Journal of Commerce

基　　金：2023年甘肃省高等学校创新基金项目“基于虚拟现实技术的职业教育生产性服务业‘新商科’电子商务数智化综合实训模式研究”(甘教技函[2023]2号2023A-217);2024年度甘肃省大学生就业创业能力提升工程项目“‘新零售’背景下职业教育零售技能人才就业创业综合技能提升研究”(甘教学函[2023]29号);2024年甘肃省全域全员全过程使用智慧教育平台专项研究课题“基于国家职业教育智慧教育平台的生产性服务业‘新商科’数智化虚拟仿真综合实训模式研究”(甘教技函[2024]27号ZHPT[2024]354)。

摘　　要：随着我国互联网的迅猛发展及智能手机的广泛普及,以抖音、快手、小红书等为代表的新媒体平台已深度融入人们的日常生活,催生了直播带货这一新兴电商模式。同时,消费者购买意愿的研究也成为学界和业界关注的重点。本文围绕抖音平台新媒体用户的购买意愿及其影响因素展开研究,通过对抖音用户的行为模式和互动特征的深入分析,探讨了交互性、娱乐性和吸引力三大因素如何影响用户购买决策的影响机制。本文采用问卷调查法收集783份有效样本,运用描述性统计、相关性检验等方法对数据进行处理和分析,旨在全面研究推动抖音用户购买意愿的关键因素,以期为抖音及类似社交媒体平台制定电商策略提供坚实的理论依据和实践参考。With the rapid development of the internet in China and the widespread adoption of smartphones,new media platforms such as Douyin,Kuaishou,and Xiaohongshu have become deeply integrated into people's daily lives,giving rise to the emerging e-commerce model of livestream shopping.At the same time,research on consumer purchase intention has become a key focus for both academia and industry.This study explores the purchase intention of new media users on the Douyin platform and its influencing factors.By analyzing user behavior patterns and interaction characteristics,it examines how interactivity,entertainment,and attractiveness influence users’purchasing decisions.A questionnaire survey was conducted,collecting 783 valid responses.The data was processed and analyzed using descriptive statistics and correlation tests.Thefindings aim to provide a comprehensive understanding of the key factors driving Douyin users'purchase intentions,offering a solid theoretical foundation and practical reference for e-commerce strategy formulation on Douyin and similar social media platforms.

关 键 词：抖音 短视频 购买意愿 消费经济 电商购物 

分 类 号：F063.2[经济管理—政治经济学]