Research On The Influence And Mechanism Of Vlogger Features On Consumers’ Purchase Intention

Because of its simple production,convenient sharing,and wide audience characteristics,short videos attracted a large number of users as soon as they appeared,and became an important self-expression tool in people’s entertainment life.At the same time,various domestic short video platforms have risen rapidly,and the short video industry has shown a strong development trend.However,the subsequent content homogeneity,lack of connotation and other issues have gradually been exposed.At this time,the emergence of a long video Vlog that creates more real,more life-like,and unique personality expressions has rapidly developed into a new upsurge.It has the advantages of short video entertainment and convenient sharing,as well as narrative,The creation is more life-oriented,unique personality expression and other characteristics,and the video content is more abundant.Vlog is even hailed as the next “outlet” in the short video industry.Vlogger shares his life and product experience by uploading his own unique Vlog on personal social media platforms,which will be viewed by a large number of followers and other viewers,increasing the exposure of the product,and Vlog marketing is favored by many companies.Studies have confirmed that the characteristics of information sources have an impact on consumers’ purchase intentions.Vlogger exposes relevant product information by publishing Vlog,and assumes the role of information source.Therefore,Vlogger features will also have an impact on consumers’ purchase intentions.When Vlogger publishes a Vlog,following its fans or other viewers usually produces a flow experience.Many studies have shown that flow experience directly or indirectly affects consumers’ purchase intentions.In the process of the audience’s flow experience,they will also be interfered by other variables,and the degree of consumer involvement plays an important role in this process.Therefore,on the basis of summarizing the existing research,this article has carried out new exploration of the characteristics of Vlogger in combination with the theory and the actual situation,and summarized it into six aspects: credibility,interactivity,professionalism,similarity,attractiveness,and communication motivation.And from the perspective of flow experience to explore whether consumers’ purchase intentions will be affected by the characteristics of Vlogger,and at the same time consider the moderating role of consumer involvement in the above-mentioned influence process.Empirical analysis of 367 questionnaires collected using statistical software shows that the characteristics of Vlogger(credibility,interactivity,similarity,attractiveness,communication motivation)have a significant positive effect on consumers’ purchase intentions through flow experience.The effect of professionalism is not significant;the flow experience plays a part of the mediating effect between Vlogger’s credibility,interactivity,similarity,attractiveness,communication motivation,and consumers’ purchase intention;Reliability,attractiveness,interactivity,similarity,communication motivation and flow experience play a moderating role.This research supplements the related research of Vlog marketing and broadens the application boundary of information source theory and flow experience theory.The research results provide new ideas for product marketing for companies using Vlog marketing,and provide suggestions for reference for online celebrity incubators to cultivate online celebrities.