Influence Factors Of Micro-film Advertising On A Audience Purchase Intention

With the rapid development of mobile internet,social media represented by Microblog and WeChat have occupied more and more time.An innovative form of Web advertising,Micro-film advertising,which takes social media as the main channel of communication,has been greatly sought after by enterprises and advertisers.How to enhance the audience's willingness to buy through Micro-film advertisements and achieve the desired publicity purpose has become an important issue to be solved at the current theoretical and practical level.As a means of propaganda and external stimulation,Micro-film advertising will have a certain impact on the mood,attitude and purchase intention of the audience.As a representative form of Web advertising,its advertising factors include information relevance,information detail,broadcast quality,appearance attraction,social presence and self-presence.In this study,210 valid questionnaires were collected from target audiences of Micro-film advertisements.Then,statistical analysis and hypothesis test were carried out using SPSS23.0 and AMOS21.0.The results are as follows:Firstly,the product attitudes of Micro-film advertisers have a significant positive impact on purchase intention,confirming the mediating effect of product attitudes.The positive emotions of the audiences of Micro-film advertisements have no significant influence on purchase intention,and do not constitute a mediating variable.Secondly,from the impact of Micro-film advertising on the positive mood of the audience,the details of information,self-presence and broadcast quality of Micro-film advertising have a significant impact on the positive mood of the audience.However,the influence of information relevance,appearance attraction and social presence on the positive emotions of the audience is not significant.Thirdly,the advertising content of Micro-film advertising,including information relevance and information detail,has a significant positive impact on the audience's product attitude.Besides,the broadcast quality,appearance attraction,social presence and self-presence have no significant impact on the audience's product attitudes.Suggestions: Enterprises and advertisers need to formulate creative strategies of Micro-film advertising according to the communication objectives.When choosing to use Micro-film advertising for emotional marketing,attention should be paid to improving the information relevance and detail of advertising content.Integrating brand value and product interests into different types of Micro-film advertisements will be more conducive to enhancing the purchase intention by enhancing the audience's product attitude.