Multilevel Cross Analysis of Chinese College Students' Consumption Behavior on BiliBili Platform

Abstract

College students have become the mainstream of online consumption. The consumption potential of this special group has a significant impact on the future development of online consumption market. BiliBili is a typical diversified interest community based on video. Contemporary young people are building a sense of identity and trust through their own interests. This study uses a research model based on use and satisfaction theory to investigate the influencing factors of College Students' consumption behavior on bilibilili platform. Based on the effective data of 335 Chinese college students, this study makes a cross analysis of gender, grade and consumption behavior motivation, and finally finds that the consumption of men is higher than that of women, and the consumption satisfaction of men is also higher than that of women. In the middle and low consumer groups, freshmen and junior students account for the majority. In the high consumption group, the number of consumers in all grades is very small. It can be seen that the Internet consumption behavior of contemporary college students is relatively rational as a whole. Their satisfaction and consumption behavior intention will affect the positive development of mobile Internet consumption in the future. This paper will be beneficial to provide new cases for online consumption and young consumption, and to the discussion of consumption intention.