Research On The Influence Of Short Video Features On Tourists’ Purchasing Behavior

In recent years,the rapid development of the Internet has provided the basic conditions for the explosive growth of the short video industry.With the surge in the number of users of short video apps,enterprises seize the business opportunities and use short video for marketing.Among them,short video marketing also has a positive impact on tourists’ purchase of hot spring health products.In the context of Guangxi’s efforts to build Hezhou into a hot spring health base,this paper selects Xixi Forest hot spring resort Estate in Hezhou City as an example to study the influence of short video features on tourists’ purchasing behavior.Based on SOR theory,this study selects the usefulness and entertainment of short videos,the platform quality of short videos,the professionalism,popularity and interactivity of short video authors as external stimulus variables,and the immersion,trust and perceived value of consumers as internal body perception variables.Impulse buying,non-impulse buying,re-buying and sharing were selected as decision response variables.Based on the review of relevant literature,equation model was constructed and hypothesis was proposed.SEM method was used to analyze the independent influence of independent variables on dependent variables,and fs QCA method was used to further analyze the combined influence of independent variables on dependent variables.Based on the SEM method,this study analyzes the independent influence of factors on tourists’ purchasing behavior and concludes:(1)The usefulness of short video has a significant positive correlation with consumers’ sense of immersion,the platform quality of short video has a positive correlation with consumers’ sense of trust and perceived value,the popularity of short video authors has a positive correlation with consumers’ sense of immersion and trust,and the entertainment,professionalism and interactivity of short video authors have a significant positive correlation with consumers’ sense of immersion,trust and perceived value.(2)There is a significant positive correlation between internal body perception variables and decision response variables.(3)Consumers’ immersion plays an intermediary role in the usefulness and entertainment of short videos,as well as the professionalism,popularity and interactivity of short video authors.(4)Consumers’ sense of trust plays an intermediary role in the entertainment of short videos,the platform quality of short videos,the professionalism,popularity and interactivity of short video authors,and consumers’ impulse buying,non-impulse buying,re-buying and sharing.(5)Consumers’ perceived value plays an intermediary role in the entertainment of short videos,the platform quality of short videos,the professionalism of short video authors,the interactivity of short videos,and consumers’ impulse purchase,non-impulse purchase,re-purchase and sharing.Based on the fs QCA method,this study analyzes the combined effects of factors on tourists’ purchasing behavior and concludes that there are 6 configuration between external stimulus and 9 factors of internal body perception,which can be summarized as entertainment-oriented orientation and perceived value-oriented orientation,which can make tourists make purchases.In summary,by exploring the influence of short video features on tourists’ purchasing behavior,this paper puts forward suggestions on short video marketing and short video platform operation of Xixi Forest hot spring resort,and also puts forward the shortcomings of this study and the prospect of future research.