The Siege Effect: Exploring the Characteristics of Youth Consumption Behavior and Its Influencing Factors in the Chinese Short Drama Market

Abstract

With the rapid development of the Internet and 5G technology, short dramas have risen rapidly as an emerging form of entertainment and gained popularity among people of all ages. However, the rapid popularity of short dramas has also brought about many problems, such as homogenization of content, low-quality, and distortion of values, etc. In particular, the phenomenon of addiction to short dramas is particularly serious among the young student population, which has aroused widespread concern. This study targets the youth group aged 18 - 22, collects information on interviewees’ short drama consumption behavior by distributing 420 questionnaires, and conducts data analysis using various methods such as descriptive statistical analysis, multiple regression models, and gray correlation analysis models, aiming to understand the characteristics and potential influences of short drama consumption behavior among the youth group. The survey results show that gender differences in this group have a significant impact on the consumption behavior of short dramas, and that users are more dependent on the platform; the demand for entertainment and relaxation is the main reason for users to choose to watch short dramas; the college student group has a greater potential for consumption, and the problem of addiction is worthy of society’s attention. Finally, this paper puts forward suggestions from the government, society, colleges and universities, families, and individuals to realize the win-win situation of the steady development of the short drama industry and the healthy growth of young people.