Research On Influencing Factors Of UGV Product Placement On Consumers’ Purchase Intention

With the development of smart media,more users have joined the activity of video creation as producers,which has also driven the growth of many video platforms.The content creator in Bilibili is affectionately called "UPloader" by users.Bilibili Uploaders rely on network traffic and commercial marketing of their self-made videos to obtain revenue.Their major channel for commercial marketing is to cooperate with advertisers and embed relevant products in videos to promote consumer purchases.Based on this background,this study focuses on the factors in UGV product placement on Bilibili that affect consumers’ purchase intention,how these factors work,and how to achieve benign development and sustainable commercial profitability for UGV creators in the future.To address these questions,this study extracted several factors that affect the purchase intention of consumers of Bilibili UGV product placement through literature review and in-depth interviews,relying on the SOR model and affective trust theory,taking the reliability,attractiveness and similarity of the Uploader,the content coherence and implant conspicuousness of product placement as independent variables,affective trust as intermediary variables,and consumer purchase intention as the dependent variables to put forward research assumptions and build theoretical model.Subsequently,the questionnaire was designed by drawing on maturity scales from previous studies,combined with pre-survey results,modified and then formally distributed.Formal investigation and recovery of 322 valid questionnaires,using SPSS and Amos to analyse the sample data and test the research hypothesis.The research results prove that:(1)Reliability,attractiveness,content coherence,and affective trust have a significant positive impact on purchase intention;(2)Reliability,attractiveness,content coherence,and implant conspicuousness have a significant positive impact on affective trust;(3)Affective trust plays a partial intermediary role between reliability,attractiveness,content coherence and purchase intention.(4)Affective trust plays a complete intermediary role between implant conspicuousness and purchase intention.Based on research results,this study proposes following suggestions for UGV producers: optimize self-image and enhance dependence relationship;clarify self-positioning and grasp embedding intensity;cultivate emotional trust and create fan effects,and hope to provide reference for their actions.Finally,reflect on the shortcomings of this study in terms of sample size,investigation content,and chronology language expression,and put forward prospects for future research.