Evolution and Guiding Strategie of College Students' Consumption View under Short Video Ecology

With the high popularity of mobile Internet and smart phones, short videos, with their rich and diverse contents, rapid and efficient dissemination and other obvious advantages, have risen rapidly and deeply integrated into the daily life of contemporary college students, becoming the core channel for them to obtain information and enjoy entertainment. This new media form not only greatly enriches the spiritual world of college students, but also exerts a profound and complex influence on their consumption behavior and concepts in a subtle way. Based on extensive investigation and analysis, this paper systematically reveals many characteristics of college students' consumption behavior under the short video ecology. It is found that the information presentation mode, marketing strategy and social interaction mechanism on the short video platform have jointly shaped the unique consumption patterns of college students, such as impulsive consumption, follow-up consumption and pursuit of symbolic value consumption. These characteristics of consumption behavior not only reflect the curiosity and pursuit of new things for college students, but also expose their blindness and irrationality in consumption decision-making. Furthermore, this paper deeply analyzes the erosion and influence of short video consumerism on college students' consumption view. In view of the above problems, this paper puts forward a series of targeted and operable strategic suggestions from four dimensions: higher education, campus environment, new media communication and home-school cooperation.