Research on the Influence of Content Features of Short Video Marketing on Consumer purchase intentions

DOI

10.2991/mmetss-19.2019.82How to use a DOI?

Keywords

short video marketing; purchase intention; perceived usefulness; playfulness; the involvement of influencers; TAM

Abstract

The short video industry is in the hotspot which favored by more and more users and advertisers. The length of short video is usually less than 5 minutes. The content is refined and rich, adapting to the fast-paced life, and the mode of vertical screen is also in line with the habits of mobile users. The interaction is more active, and the maturity of artificial intelligence technologies such as face recognition makes short videos more interesting and entertaining. The rapid development of short videos gives rise to short video marketing. This article will combine the content characteristics of short video marketing model with the relevant theories of purchase intention, and establish the research model. By delivering questionnaires and analyzing the data, the three hypotheses proposed are going to be validated: perceived usefulness, playfulness and the involvement of influencers will have a positive impact on consumers' intention to purchase. Through the analysis of the data, the above assumptions are all true. Among them, the influence of influencers is the most significant. Finally, based on the conclusions drawn from the empirical analysis, the article will combine with the actual situation then make some suggestion to the short video marketing of companies.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Yani Xiao
AU  - Lan Wang
AU  - Ping Wang
PY  - 2019/10
DA  - 2019/10
TI  - Research on the Influence of Content Features of Short Video Marketing on Consumer purchase intentions
BT  - Proceedings of the 2019 4th International Conference on Modern Management, Education Technology and Social Science (MMETSS 2019)
PB  - Atlantis Press
SP  - 415
EP  - 422
SN  - 2352-5398
UR  - https://doi.org/10.2991/mmetss-19.2019.82
DO  - 10.2991/mmetss-19.2019.82
ID  - Xiao2019/10
ER  -