Critical Factors Impacting Consumer Behavior in Douyin E-commerce

Abstract

After the global public health emergency, changes in consumer behavior are subtly affecting people's lives. Based on the Douyin e-commerce platform, and marketing concepts, including the Stimulus-Organism-Response model (SOR), Elaboration Likelihood Model (ELM), and consumer decision-making process, this paper studies the transformation of consumer behavior through statistical methods. From the research results, it can be concluded that consumer purchasing aspirations can increase by 2.919 times when the total assessment of the recommended goods in the Douyin e-commerce platform increases by one unit. Based on this, changes in consumer behavior will help scholars find future research directions. At the same time, suggestions based on the results can also outline a future blueprint for the development of short video e-commerce companies and industries.