The Impact of New Media Platform (Douyin) on Chinese Individuals’ Consumption Intention and Negative Emotion Levels

With the rapid development of digital media technology, short-video platforms have become an important part of Chinese people's daily lives. Among them, Douyin has rapidly gained popularity thanks to its intelligent recommendation algorithm and interactive functions. This article explores the dual impact of Douyin on the consumption behavior and emotional health of Chinese users. The research adopted the literature review method to analyze how the Douyin platform enhances users' willingness to consume through means such as short video marketing, live-streaming shopping and personalized recommendations. At the same time, attention was also paid to the possible negative emotional problems brought about by long-term use of Douyin, such as anxiety, low self-esteem and emotional fatigue. Research has found that although Douyin's marketing methods have effectively promoted consumption, the idealized lifestyle and consumerism it presents have also caused emotional burdens on users, especially having a significant impact on teenage users. Therefore, this article suggests that marketers should use the marketing strategies of the platform in a more responsible way, and regulatory authorities should formulate relevant policies to protect the mental health of users. This study provides an important reference for further understanding the extensive influence of short-video platforms on individuals and society.