Research On Audience Purchase Decision Of Short Videos Of Internet Celebrities

With the advent of the 5G era and the continuous development of video media technology,the Internet's new economic format has shown a diversified development trend."Internet celebrity + short video" has gradually become a new path for the development of the Internet celebrity economy.This model not only conforms to the one-way flow of information,which is convenient for people to pass fragmented time and meet entertainment needs,but also provides more opportunities for commercial advertising embedding,and has quickly become a hot topic for companies.Correspondingly,the research on the influence of "Internet celebrities + short videos" on purchasing decisions has also received increasing attention from the theoretical community,and has become a new direction to deepen the research on consumer purchasing behavior.Therefore,it is of great theoretical and practical significance to explore how the influencer short video affects the audience's purchase decision.From the perspective of Internet celebrity short videos,based on para-social interaction,purchase decision-making and other related theories,using literature research,questionnaires and other methods,the concepts and related characteristics of Internet celebrities and Internet celebrity short videos were combed,and the purchase decision-making and para-social interaction.This paper clarifies the influencing factors of consumers' purchase decision,and constructs a research model of the influence of Internet celebrity short video on consumers' purchase decision.At the same time,the mature questionnaire is used to design relevant questionnaires,and after data collection is completed,empirical analysis is carried out by means of data analysis methods such as reliability analysis,confirmatory factor analysis,and structural equation models.The research shows that: first,Internet celebrities and Internet celebrity short videos have a positive and significant impact on audience purchase decisions.Second,online celebrities' own attractiveness,expertise,and credibility all have a positive and significant impact on the audience's para-social interaction.At the same time,the authenticity of Internet celebrity short video content has a positive and significant impact on the para-social interaction of the audience,while the interest and timeliness of Internet celebrity short video content have no similar effect.Finally,the para-social interaction is conducive to stimulating the audience 's purchase decision,and the three dimensions of para-social interaction(affective interaction,cognitive interaction,and behavioral interaction)all play an intermediary role between influencers and purchase decisions of audiences.Research suggests that companies should conduct short video marketing in a targeted manner,meet the diverse needs of audiences,and configure "customized" Internet celebrities to improve their brand effect.Internet celebrities should use short video platforms to improve their capabilities and clarify themselves positioning,maintaining their own activity and other aspects to complete marketing activities to attract continuous attention of the audience.In addition,the para-social interaction makes the communication between the celebrity and the audience break through the one-way communication mode,but it is still limited to two-way communication.The enterprise or the celebrity should strive to break through this limitation and develop social interaction with the audience in real life to better formulate marketing strategies.