SHS Web Conf.
Volume 155, 20232022 2nd International Conference on Social Development and Media Communication (SDMC 2022)
|Number of page(s)
|Media Communication and Analysis of Social Hot News
|12 January 2023
Analysis on the Application of Psychological and Business Strategies of Douyin to Build up Consumer’s Addiction
Shanghai United International School (gubei campus) - Shanghai, China
* Corresponding author: firstname.lastname@example.org
The modern society has been developing rapidly, and the Internet has become one of the most revolutionary development throughout the eras. Nowadays, people’s high reliance on the Internet inevitably leads to the development of diverse online products, one of which is the occurrence of the short video applications. A typical representation of a successfully runned short video platform is Douyin, which is the research objective of this paper. This research aims to investigate the strategic mechanisms utilized in the platform Douyin, in terms of both psychological and commercial aspects. This paper focuses specifically on how the use of strategies forms a habit-forming technological product which causes individual’s high addiction. To conclude, the hook model and recommendation algorithms can be the main mechanisms that cause user addiction to Douyin platform.
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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