Micro-drama Preferences of Generation Z Tertiary Students in Hangzhou
DOI: https://doi.org/10.62517/jbm.202609218
Author(s)
Wenyi Fan, Jiping Zhang*
Affiliation(s)
College of Network Communication, Zhejiang Yuexiu University, Shaoxing, Zhejiang, China
*Corresponding Author
Abstract
This report aims to depict the behavioral landscape of online micro-drama consumption among college students in Hangzhou, Zhejiang Province, and to explore the underlying motivations, preferences, and potential impacts. The study employed a questionnaire survey using snowball sampling, collecting 248 valid responses, and integrated macro-level industry data for analysis. The findings reveal a diversified trend in platform selection, with differentiated competition between TikTok and specialized apps such as Tomato Short Drama; behavioral patterns show low-frequency viewing coexisting with fragmented viewing scenarios; overall consumption willingness is low, with rational consumption dominating; entertainment and leisure serve as the primary motivation, driven by the pursuit of “pleasurable” plotlines; and while most users maintain self-control, nearly 40% of respondents report issues such as time mismanagement and value system influences. In conclusion, micro-drama consumption among college students is characterized by rational dominance, entertainment-driven motives, and varying levels of self-control, necessitating coordinated guidance from both the industry and educational stakeholders to promote healthy media use habits.
Keywords
Micro-Dramas; Tertiary Student Consumption Behavior; Screen Industry Development
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