Research on Consumption Characteristics and Marketing Strategy of Micro-short Drama from the Perspective of Self-Determination Theory

Purpose - With the integration of science, technology, and culture, micro-dramas have emerged as a new driving force in advancing China’s short video industry. The purpose of this study is to deeply understand and analyze the characteristics of consumer consumption behavior to provide a theoretical perspective for the marketing strategy of microdrama. Design/Methodology/Approach - Based on the internal motivation of consumers and the characteristics of the micro-drama industry, a comprehensive analysis framework is constructed based on the three core dimensions of “autonomy, ability and belonging” in the self-determination theory (SDT). Through literature review, case analysis, and other methods, the consumption characteristics of micro-dramas are systematically examined. Subsequently, targeted marketing strategies are proposed accordingly. Findings - The study shows that consumers show diversified motives and demands in the consumption of short dramas, among which the pursuit of autonomy, the sense of ability and the construction of belonging become the key factors affecting consumers’ decision-making. Based on these findings, this study further refines the consumption characteristics of microdramas and reveals the intrinsic link between them and marketing strategies. Research Implications - This study enriches the theoretical research in the field of drama marketing. Through indepth understanding of the consumption characteristics of consumers, enterprises can more accurately locate the target market and formulate more effective marketing strategies, so as to promote the sustainable and healthy development of the drama industry.