User consumptions behavior of interactive video platform - A reflective study of Douyin as an E-commerce Platform

Abstract: Because of the versatility of technological influence and the rapid development of digitalization, interactive social media, such as Tik Tok and Douyin, have brought more consumption possibilities to the market. These social media are merging to innovate some new consumption behaviors by using interactive content to save costs and give users more value. Tik Tok and Douyin also satisfy user-centric individual preferences. Digital interaction is used in the interactive video production, content distribution and commercialization to help interactive video expand its consumption scope. This thesis advocates technology to serve content, and it takes Douyin as the forerunner in the field of interactive video consumption, launches a model-based market analysis and adds corresponding research methods. Outside of China, Douyin has a sibling product known as TikTok. Both platforms are developed by the company Bytedance, however, they differ when it comes to their features. This thesis investigates Douyin’s e-commerce feature and sees the potential expansion it can have on other interactive platforms such as TikTok. This study provides results on consumption behavior by exploring the impacting factors and prediction of interactive models on the consumption patterns in the context of information systems.