社交电商环境下大学生服饰消费行为的作用机制研究——基于抖音平台的实证分析

Research on the Mechanism of College Students’ Clothing Consumption Behavior in the Social E-Commerce Environment—An Empirical Analysis Based on the Douyin Platform

摘要: 随着互联网技术与社交电商模式的兴起，以抖音为代表的社交平台深刻改变了消费者的决策路径，尤其对追求潮流的大学生群体影响显著。本研究以抖音平台为例，整合技术接受模型(TAM)理论，从感知有用性、易用性、娱乐性及风险四个维度构建理论模型，提出研究假设。基于实证结论，为大学生消费者、服饰品牌商及社交电商平台提出了针对性建议，并反思了研究的局限性与未来改进方向。

Abstract: With the rise of internet technology and social commerce models, social platforms represented by Douyin have profoundly transformed consumers’ decision-making paths, particularly significantly impacting the trend-seeking college student demographic. This study takes the Douyin platform as a case, integrates the Technology Acceptance Model (TAM) theory, constructs a theoretical model from four dimensions—perceived usefulness, ease of use, entertainment, and risk, and proposes research hypotheses. Based on empirical findings, it offers targeted recommendations for college student consumers, apparel brands, and social commerce platforms, while reflecting on the study’s limitations and future directions for improvement.