The Impact of Short Video Platform Usage on the Purchasing Decisions of Generation Z Consumers

Siyue Wang

doi:10.54254/2754-1169/2025.LD26476

Advances in Economics, Management and Political SciencesOpen access

The Impact of Short Video Platform Usage on the Purchasing Decisions of Generation Z Consumers

Research Article

Open Access

The Impact of Short Video Platform Usage on the Purchasing Decisions of Generation Z Consumers

Siyue Wang ^1*

¹ Keuka College

^*Corresponding author: Swang22@keuka.edu

Published on 3 September 2025

AEMPS Vol.212

ISSN (Print): 2754-1177

ISSN (Online): 2754-1169

ISBN (Print): 978-1-80590-349-9

ISBN (Online): 978-1-80590-350-5

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Abstract

With the rapid development of social media and the widespread adoption of the internet, short video platforms have become an important part of consumers' daily lives. They have also become a significant medium for information acquisition, social interaction, and consumption decision-making. The rise of short video platforms has played a crucial role in the purchasing decisions of Generation Z. This study focuses on four key pathways: emotional arousal, social identity, platform algorithms, and user-generated content (UGC). It also explains them through real-life case studies. The research finds that short video platforms have changed the purchasing paths of Generation Z.This transformation is driven by immersive content, algorithm-driven distribution, and strong interactive features. Emotional drive, herd mentality, personalized recommendations, and trust in UGC jointly influence consumer behavior. Based on this, this paper proposes these recommendations: platforms need to enhance advertising transparency and standardize commercial content labeling. It should increase algorithm transparency and grant users the power to self-manage their data and guide consumers like Generation Z towards rational consumption.

Keywords:

Generation Z Consumers, Short Video Platforms, Algorithm Recommendation, Social Identity, User-Generated Content

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References

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References

[1]. Priporas, C. V., Stylos, N., & Fotiadis, A. K. (2017). Generation Z Consumers' Expectations of Interactions in Smart Retailing: A Future Agenda. Computers in Human Behavior, 77, 374-381.

[2]. Moore, M., Raymond, M. A., & Mittelstaedt, J. D. (2022). Generation Z: Consumer Behavior and Implications for Marketing Strategy. Journal of Consumer Marketing, 39(1), 55-67.

[3]. Boeker, M., & Urman, A. (2022, April). An Empirical Investigation of Personalization Factors on TikTok. In Proceedings of the ACM Web Conference 2022, 2298-2309.

[10]. Sun, Y., Liu, Z., & Chen, Y. (2021). Herd Behavior in Short Video Commerce: An Empirical Analysis Based on Social Proof. Electronic Commerce Research, 21(2), 371-393.

[11]. Zhang, L., & Zhao, Y. (2023). Reconstructing the Customer Journey: Short Video Platforms and Consumer Decision-Making Models. Journal of Consumer Behaviour, 22(1), 17-30.

Cite this article

Wang,S. (2025). The Impact of Short Video Platform Usage on the Purchasing Decisions of Generation Z Consumers. Advances in Economics, Management and Political Sciences,212,1-6.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of ICFTBA 2025 Symposium: Strategic Human Capital Management in the Era of AI

ISBN: 978-1-80590-349-9(Print) / 978-1-80590-350-5(Online)

Editor: Vartiak Lukáš, An Nguyen

Conference website: https://www.icftba.org/London.html

Conference date: 4 November 2025

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.212

ISSN: 2754-1169(Print) / 2754-1177(Online)

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