| Nowadays,short video is becoming a new outlet of China's industry.As the short video economy is gradually entering people's life in an all-round way,a series of applications such as live broadcast are in the ascendant,and the Internet has constantly reflected a comprehensive impact on people's economic behavior mode.Short video is changing people's consumption behavior in an unprecedented situation.Many consumers have a very high acceptance of this new marketing channel mode.Online shopping is gradually becoming a kind of daily behavior of people's life.The watching of short video has become an indispensable part of many people's daily life,and the advertising marketing means relying on short video also plays an increasingly important role in this trend.At the same time,the relevant application of big data is gradually penetrating into people's daily life,which also makes the research and application of consumer psychology have a new perspective and entry point.With the help of all these entrances,the short video industry can find new business opportunities,analyze the mechanism of short video advertising's impact on the audience,explore its specific ways to promote the audience's consumption,and then let the merchants to take relevant measures through the relevant elements,such as combining their own marketing needs to design the art elements of short video advertising and determine the investment of short video advertising Put platform,seek reasonable advertising partners,etc.,in order to drive the development of other relevant elements in the whole e-commerce industry chain through the window of short video advertising.Under the condition that the short video advertising related industries are sufficiently developed,e-commerce platforms can also take this opportunity to do more marketing work,so that consumers can have more information access channels,and get more product selection space,and short video producers can also achieve profit sharing between them and businesses,which can be expected to have great development potential.Based on the current situation of the industrial ecology,this paper,based on the theory of stimulus organism response model,determines the theoretical framework of the research,defines the short video advertisement itself as "stimulus",the emotional process of the audience after watching the advertisement as "organism",and the result of the emotional process is triggered,that is,the purchase intention is defined as "response",and then launches the research on short-sightedness The research on the correlation between the frequency advertisement and the audience's emotional response and purchase intention adopts the methods of literature research,questionnaire survey and data statistical analysis,selects the scale according to certain rules,edits and writes the questionnaire according to the requirements,and takes convenient sampling for the questionnaire survey.Therefore,the offline questionnaire is mainly conducted around the campus,and the online questionnaire is conducted through wechat friends Circle and wechat group forwarded and filled in,receiving 449 valid questionnaires,and the recovery rate of valid questionnaires was 87.69%.After data transmission,summary and format arrangement,the necessary statistical analysis and processing were done by spss22.0 software.The three attributes of short video advertising are professional,product involvement,interactivity and the purchase intention of the audience.There is a positive correlation between the short video advertisement and the audience's emotional response,among which the professionalism,product involvement and attraction of the short video advertisement are all positively correlated with the audience's emotional happiness;the professionalism,product involvement and attraction of the short video advertisement are all positively correlated with the audience's emotional arousal.At the same time,emotional response has a positive impact on purchase desire.In two dimensions,emotional happiness has a positive impact on purchase desire,and emotional arousal has a positive impact on purchase desire.One of the mechanisms of short video advertising is to influence the audience's emotional response,so that they have corresponding behavior,that is,the purchase intention changes.Therefore,the variable of emotional response can be an intermediary variable in the relationship between the other two.The suggestions of this paper are put forward from the three aspects of commodity production enterprises,short video advertising practitioners and short video advertising audiences.As far as enterprises are concerned,it is suggested that they should have a specific target and focus on some aspects.They can integrate some experience factors in traditional marketing methods into the process of Internet marketing,interact with the masses as much as possible,and convey the information accurately and effectively Make it clear to the audience that there is a close and sufficient relationship between the goods or services they want to market and the short video advertisement,give full play to the advantages of the short video advertisement as a subject matter to the greatest extent,adopt the way of multi platform combination,make targeted use of the characteristics of the platform to increase the advertising effect,pay attention to making enough efforts in the interaction,and the short video advertisement can be viewed The crowd brings sufficient interactive environment;in the aspect of short video advertising practitioners,they should pay attention to building personal brand,conducting multi platform joint communication,enhancing work efficiency,improving liquidity,and paying more attention to social reputation and public image;in the aspect of audience,they should keep rational consumption,keep accurate measurement of their consumption demand,and try to overcome their blindness From the psychological point of view,we should expand our own information channels to avoid the coercion of consumption choices. |
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