The Impact of Short Videos on Overconsuming of Gen Z Undergraduates

Abstract

In the process of the popularity of short videos, the consumption concept and behavior of Gen Z college students have been greatly influenced, and the phenomenon of excessive consumption has become more and more. In this study, 127 Gen Z college students were investigated by questionnaire, and three important aspects were analyzed: the use of short videos, consumption behavior and the current state of excessive consumption. The mechanism and reasons why short videos affect these people’s excessive consumption are being investigated. The survey results show that the longer you watch and the more times you use it, the greater the relationship with excessive consumption. The introduction of goods in short videos and the way to show a better life are the main opportunities for this action. Moreover, compared with people, the mood and easy-to-use credit tools are more over-consumed. Finally, the study puts forward the methods of teaching reasonable consumption at four levels: university, family, society and individual students.