IMPACT OF DOUYIN ON INDIVIDUAL FACTORS AMONG ITS USERS IN GUIZHOU, CHINA

With the rise of short video platforms, understanding their influence on user behaviour has become increasingly important. This study examines whether the Douyin social media platform affects individual factors. It analyses how elements such as attitudes, beliefs, preferences, habits, lifestyle choices, and self-perceptions are influenced by Douyin’s personalized content delivery system. Using the Decision-making Model of Sustainable Consumption, the study investigates how algorithmic curated content, influencer marketing, and integrated e-commerce features shape user responses. The research utilize a quantitative approach, collecting data from a sample of 385 Douyin users in Guizhou, China. Structural Equation Modelling (SEM) confirmed a strong and statistically significant relationship between Douyin usage and changes in individual variables (path coefficient = 0.48, p < 0.001). The findings suggest that Douyin significantly shapes individual factors among users in Guizhou, China, with the most pronounced effects observed in younger users, particularly females aged 18–24, as they are most susceptible to changes in attitudes and preferences, underscoring the platform’s influence on individual behaviour through tailored, emotionally engaging content.