Research On The Effect Of Short Video Label On Consumers' Willingness To Purchase

Short video is a new type of video sharing that is popular with the speedup of mobile networks and the popularity of smart terminals.Since 2017,the total video playback has exploded at an average rate of 10% per month.Along with the rapid development of the industry,the number of users of short video platform applications and the length of use per person are also growing rapidly.Due to the rapid development of short video applications,many high-visibility short-video products have been manufactured,and companies that specialize in selling short-video hotspot products have gradually increased.More and more products with the same label of short video enter the market for consumers to choose.In this paper,based on the characteristics of the short video of the product,the theoretical model of the influence of the product with the short video tag on the consumer's will is constructed.The data of the whole model is derived from the questionnaire based on the existing mature scale..This article will be divided into two major internal and external factors according to the characteristics of short-video and the same label products that affect consumers' willingness to purchase.Among them,internal factors include: product quality factors and product creative factors;external factors include: short video popularity factors,short video quality factors,brand building factors and store activity factors.This paper separately discusses the direct influence of the dual factors of the short video of the product on the consumer's willingness to purchase,and introduces the consumer cognition factor as the adjustment variable in the whole model to study the consumer's cognitive factors.Direct influence and adjustment of other factors.After collecting data through questionnaires,this paper uses SPSS software to carry out regression analysis on the theoretical model,and concludes that the short video of the product has a significant positive impact on consumers' willingness to purchase,and consumer cognitive factors.It also has a significant positive impact on consumers' willingness to purchase,and plays a positive role in the model in terms of brand building factors and store activity factors.Finally,this article provides recommendations for consumers and businesses for research results.