Research On The Influencing Factors Of Consumers' Impulsive Buying Behavior In The Context Of Mobile Short Video Marketing

Thanks to the update and development of mobile communication technology and the popularity of smart phones,mobile short video has rapidly entered the user market.The large scale of mobile short video users provides a new space for enterprises to develop marketing activities.Enterprises gradually realize that mobile short video contains great potential value and combine marketing activities with short video to attract consumers to consume.Impulse buying is a common shopping behavior,and the academic research on impulse buying can be traced back to the forty years of the twentieth century.In recent years,consumers have gradually formed their online shopping habits.Compared with traditional shopping methods,impulsive buying behaviors are more common in the online environment.With the development of mobile short video,short video marketing activities are more and more common,and the new shopping channel of short video shopping has been formed.As far as the current literature is concerned,the research on users in the mobile short video environment still focuses on the acceptance willingness,loyalty,content creation and other directions,while the research on the direction of consumption behavior is little.In recent years,some scholars have proposed and confirmed the existence of impulsive shopping behavior of consumers in the context of e-commerce,but the impulsive buying behavior of consumers in the context of mobile short video marketing has seldom been studied.Mobile short video integrates text and video,and integrates creation and sharing.It has become one of the most popular apps,attracting huge traffic and providing inestimable business value for merchants.For enterprises,only by deeply understanding the consumption habits of short video users can they better carry out marketing activities.Therefore,it is imperative to clarify the mechanism of impulsive buying behavior of users in the short video marketing context.This study the characteristics and theory of impulsive purchase mobile short video marketing combination of extracting three stimulus variable the promotional discounts,opinion leaders,entertaining,according to previous scholars research results,the two dimensions of consumer sentiment is cheerful mood,wake up the mood as a intervening variable,with the aid of SOR theory model,builds the mobile short video marketing scenarioimpulsive purchase consumer behavior research model,and put forward relevant assumptions.Data were collected through questionnaires,280 pieces of data were processed with the help of SPSS and AMOS,and the following conclusions were drawn: in the context of mobile short video marketing,(1)the promotional and discount activities carried out by enterprises have a positive impact on consumers' impulse purchases.At the same time,consumers' psychological mood plays an intermediary role between promotion discount and impulse purchase,that is,promotion discount positively affects consumers' pleasure mood and arouses their mood.(2)opinion leaders have a positive impact on consumers' impulse buying.At the same time,consumers' psychological mood plays an intermediary role between opinion leaders and impulse buying,that is,opinion leaders positively affect consumers' pleasure mood,and also positively affect awakening mood.(3)the entertainment of marketing activities has a positive impact on consumers' impulse buying.At the same time,consumers' psychological emotions play an intermediary role between entertainment and impulse buying,that is,entertainment positively affects consumers' pleasure mood and arouses their mood.In the context of mobile short video marketing,this study studies consumers' impulsive buying behavior by taking their psychological emotions into consideration.The research conclusion can not only explain the impulsive buying behavior of consumers in the short video marketing environment,but also provide references for enterprises to carry out the short video marketing,and also provide ideas for the operation and supervision of short video platforms.