A Study on Behavioral Intention of Zhengzhou Douyin Content Producers


  • Mengyuan Xue 17718229696
  • Bhumiphat Gilitwala Phd


Douyin, content producers, behavioral intention, short video


Purpose: Nowadays, the short video industry is on the rise and many applications have come out of nowhere to fill a lot of fragmented time. TikTok, Racer, WeChat video number, short ten seconds or so, up to a few minutes of long videos are available. As a mainstream Internet application, the short video industry market competition pattern is relatively stable.

At present, China's short video industry competition faction mainly today's headlines, Tencent, Racer, Baidu, Sina, Ali,

Meitu, B station, 360 and NetEase, of which, of the current hottest video platform - Jieyin belongs to today's headlines; Racer short video belongs to the Racer system. More and more people choose to fill the fragment time with short videos. This study analyzes the behavioral intention factors of content producers who use ShakeYin to post short


videos, Especially in central China, factors including perceived usefulness, perceived simplicity of use, trust, attitude, and social impact. Research design, data and methodology: Examining the behavioral intent of TikTok content makers is the goal of this study, after which the questionnaire was created in the form of a poster and distributed to 439 content producers who have used TikTok to post videos since the past six months, selected using convenience sampling and snowball sampling, and this study includes a series of data references such as descriptive analysis, Multiple linear regression analysis and correlation analysis. Results: The  results  of this  research  will  make  it easier  to optimize and enhance Content Producer' s services for content creators and to successfully use social influence, trust, and attitudes to encourage individuals to use Content Producer and create content


Cheng E.W.,Sanders K. and Hampson I.(2015).An intention-based model of transfer of training. Management Research Review.Vol. 38 No. 8,

p. 908-928.

Fiandari Y.R.,Surachman S.,Rohman F. and Hussein

A.S.(2019).Perceived value dimension in repetitive fish consumption in Indonesia by using an extended theory of planned behavior.British Food Journa.Vol. 121 No. 6, p. 1220- 1235.

Ghazali E.M.,Mutum D.S.;Chong J.H. and Nguyen

B.(2018).Do consumers want mobile commerce? A closer look at M-shopping and technology adoption in Malaysia.Asia Pacific Journal ofMarketing.Vol. 30

No. 4, p.1064- 1084.

Hu J., and Zhang Y.(2016). Chinese students`behavior intention to use mobile library apps and effects of education level and discipline.Chinese

students `behavior intention.Vol. 34 No. 4,p. 639-656.

Indrayanto A.,Burgess J., Dayaram K. and Noermijati. ( 2 0 1 4 ) . A case study of transformational leadership and para-police performance in Indonesia.Policing: An International Journal ofPolice Strategies & Management.Vol. 37 No. 2,p. 373-388.

Mullan B.,Wong C., Kothe E. and Maccann

C.(2013). Predicting breakfast consumption A comparison of the theory of planned behaviour and the health action process approach.British Food

Journal.Vol. 115 No. 11, p. 1638- 1657.

Sinai A., Strydom A. and Hassiotis A.(2013). Evaluation of medical students ’ attitudes towards people with intellectual disabilities:a naturalistic study in one medical school.ADVANCES IN MENTAL HEALTH AND INTELLECTUAL DISABILITIES. VOL. 7 NO. 1, p. 18-26.

Watjatrakul B.(2013). Factors affecting students`intentions to study at universities adopting

the“student-as-customer”concept.International Journal ofEducational Management.Vol. 28 No. 6,p. 676-693.




How to Cite

Xue, M., & Gilitwala, B. (2023). A Study on Behavioral Intention of Zhengzhou Douyin Content Producers. AU-HIU International Multidisciplinary Journal, 3(2), 29-48. Retrieved from http://www.assumptionjournal.au.edu/index.php/auhiu/article/view/7368