Research On The Influence Of Short Video Marketing On Consumers’ Willingness To Buy Beauty Products

With the development of mobile internet in recent years,key marketing methods are constantly being updated and changed.Today,short-form video marketing has become one of the main marketing methods used by local and international brands to capture the market.These marketing methods cater to consumers’ fragmented reading and entertainment needs and have an impact on their buying habits.There are a variety of categories in the consumer market,among which beauty products have a short life cycle and are vulnerable to the impact of aesthetic trends.Therefore,it needs to invest a large cost in marketing.Therefore,compared with other industries,historically,the beauty market has been at the forefront of marketing short videos,and short-form video platforms have also become important venues for advertisers of various beauty brands to run campaigns.By watching short beauty videos,consumers are not only learning skincare and beauty tips and best practices,familiarizing themselves with current aesthetic trends,and deriving psychological satisfaction from entertainment,but also seeking recognition.Undoubtedly,such marketing also influences consumers’ willingness to purchase beauty products.Therefore,the topic of how short video marketing affects consumers’ willingness to buy beauty products is worth discussing.Based on this,this study begins by reviewing the literature and theoretical research related to short-form video marketing and consumers’ willingness to purchase beauty products.This study first reviewed the literature and theoretical research related to short-form video marketing and consumers’ willingness to purchase beauty products,and found that the existing short-form video marketing literature relies too heavily on key intellectual property,ignoring the impact of short video itself.Therefore,the short video itself is regarded as the main entry point of the study for in-depth discussion,It recognizes the continuity and development of existing literature and theory.This paper starts with the content,scene and subject of short video marketing,and The study us perceived value as a surrogate variable and propensity score variables to examine their effects on consumer purchase intention and developed a "moderated mediation model".The quantitative research method is used in this paper,The data collected from the questionnaires were analyzed and hypothesis tested using SPSS 26.0 and Amos 26.0,and the following conclusions were drawn:(1)The three dimensions of short-form video marketing(communication content,communication scenarios and communication themes)have a positive impact on consumers’ desire to buy beauty products.(2)Perceived value plays an intermediary role in short video marketing and consumers’ willingness to buy beauty products.(3)Trust has a positive impact on the relationship between short video marketing and consumers’ willingness to purchase beauty products.(4)Trust propensity positively moderates the relationship between short video marketing and perceived value.Based on the findings,this paper makes recommendations for beauty companies,short video bloggers and short video platforms,respectively.In the Internet era,to win the attention and trust of the audience by using short video as the platform,We need to treat content like royalty,providing real and valuable information and high-quality content;using various technologies to create engaging experiences that capture users’ attention and shorten the psychological distance from them;and interacting frequently with fans to deepen emotional connections and increase their trust.