Research on the Influencing Factors of Young Users' Participation Intention in Lightweight Interactive Advertisements on Douyin

Abstract

As the commercialization process of short video platforms accelerates, lightweight interactive advertising (using vertical short videos as the carrier, including low-level interactions such as “comment to win a prize”) has become the mainstream advertising form. Most researchers have explored the influence of participation intention based on the individual characteristics of users or advertisements themselves, but there is still a gap in targeted research on youth groups. Therefore, this study focuses on Douyin users aged 18-25 years old and adopts a questionnaire survey method. The questionnaire focuses on the three core variables of reward value, interaction cost, and social attributes, setting scale items to collect data. Through descriptive statistics and correlation analysis, this study explores the factors affecting the willingness of young people to participate in lightweight interactive advertising. The study found that reward value is the core driving force of decision-making, there is a dynamic relationship between interaction cost and willingness to participate, and social attribute induction can effectively enhance participation motivation. The research clarifies the influencing paths on the participation intention of young Douyin users and provides a theoretical basis for optimizing interactive advertising design.