Study On The Influencing Factors Of Short DouYin Video Information Flow Advertising Users' Participation Behavior

With the development of mobile internet technology and the popularity of short video social software,users' attention has shifted irresistibly to rich and intuitive short videos.The short-lived video social software has become a popular mobile advertisement for advertisers and brand owners.Delivery platform.The mobile advertising market has also undergone innovation.Information flow advertising stands out among many advertising types by virtue of the accuracy of big data,the originality of content and form,and it occupies a major share of the advertising market revenue,and the commercial value cannot be underestimated.Therefore,the performance and effectiveness of short video stream advertisements placed on short video social platforms are also attracting attention.Based on this background,this study selects the most rapid development of short-sound video social platform,and uses the information flow advertisement with advertising logo in the short-shake video as the research object,insisting on the user as the research center for short video information flow.Empirical research on the factors influencing the effectiveness of advertising;in order to verify the scientific nature of research,the author uses a combination of qualitative and quantitative methods,and selects 10 samples in the conclusion and suggestion for in-depth interviews,trying to be short video platforms such as vibrato,advertisers and brand owners.Suggestions and suggestions in the future of short video streaming advertising.On the basis of combing the literature,combined with the characteristics of the research object and the author's thinking,this study divides the factors affecting the effect of short video information flow into three dimensions,which are variables related to the user,variables related to the platform characteristics,and short Variables related to video stream ad properties.Finally,the short video stream advertising user participation process is divided into three stages,namely,advertising contact,advertising cognition,advertising conversion,and as a dependent variable,the user's daily operating habits,self-brand consistency,user perception interference,The seven factors of platform satisfaction,advertising frequency,advertising performance and advertising reward are independent variables.The short video information flow advertising effect measurement model belonging to this research is established and relevant hypotheses are proposed.Data analysis and interview results show that advertising performance has a positive impact on advertising contact,advertising conversion,and advertising conversion,indicating that users have certain requirements for the form and content of short video information flow advertisements;In the stage,platform satisfaction has a positive impact on the initial contact behavior,and user perception of interference has a negative impact on advertising contact;in the cognitive stage,users who are used to praise and comment in the daily use process are aware of short video information flow advertisements.There is a significant impact,and the advertising reward also attracts the user's cognitive behavior;in the final conversion stage,self-brand consistency,advertising performance positively affects the conversion behavior,in which users are more likely to convert short video stream advertisements with celebrity endorsements.Behavior,and the impact of advertising rewards on the conversion effect is weak.In the interview,the respondents indicated that the rewards attached to the advertisements have low value and difficulty in fulfilling the rewards.Based on this,this paper puts forward five practical suggestions,in order to provide reference for the short video platform represented by the vibrato,the advertiser and the brand master to optimize the short video stream advertising effect.The first is to optimize the advertising situation and reduce the communication interference.Secondly,cultivate the user participation habits and increase the frequency of interaction.The content adopts the “creative + topic” mode to enhance the communication effect;once again,the internal needs of the user should be grasped,the vitality of the information flow should be given;and the correct society should be established.Value-oriented,strictly adhere to the bottom line of user information security.