A Study On The Influence Of Fast Food Short Video Advertisements Of Tiktok On The Consumption Behaviour Of School Students

Short videos have become a part of people’s lives nowadays,impacting people’s lives in a fragmented and entertaining way.They are not only changing people’s lifestyles,but also giving new life to business.Businesses are using short videos to create advertisements or inviting bloggers or celebrities to place their products in short videos to promote them.Instant food,a pre-made meal that can be served quickly to customers,has gained unprecedented attention,especially during the epidemic when the demand for instant food has never-been greater due to home quarantine,which has led to several companies joining the ’instant food’industry,with convenience food This led to a number of companies joining the ’instant food’ industry,with over 100,000 ’convenience food’companies registered.The offline shops are often out of stock of instant noodles and frozen food,and from relevant data on online consumption,the overall sales of instant food at Tmall increased by nearly 700%year-on-year in 2020.At present,there are not many academic studies on short video adver-tising,and relatively few studies on the category of ’fast food’,and fewer studies on the motivation of college students to buy fast food.Therefore,this paper focuses on how short video advertisements for fast food on the Jitterbug platform have influenced the consumption behaviour of university students.This paper mainly adopts the theory of consumer behaviour,and the SOR model to determine the research model of this paper.The research method is mainly in the form of a combination of quantitative and qualitative research,i.e.questionnaire survey method and semi-structured interview method.Firstly,we collate relevant literature to clarify the direction of focus;secondly,we construct a model of the influence of short video advertisements of fast food on the consumption behaviour of university students,and design a questionnaire combining the mature scale and the characteristics of fast food itself;then we conduct supplementary discussions through semi-structured interviews with university students to verify the research hypothesis and draw conclusions.Based on the conclusions,here the author proposes the following summary:merchants should make good use of the Shake Yin platform to attract traffic with technology;secondly,they should insist on content as king and produce quality fast food short video advertisements;next,they should choose suitable opinion leaders to expand the influence of fast food;finally,they should also strengthen communication interaction to meet audience expectations;and school students should remain rational,avoid blindly following or star-struck consumption,expand their information The university students should remain rational,avoid blindly following or star-struck consumption,expand their information channels,do not listen to the promotion of a certain fast food business,and form their own judgment in the midst of redundant advertising campaigns.