The Research On The Impact Of Short-form Video Display On Consumers’ Purchase Intention On E-commerce Platform

With the advent of 5G era,short-form video economy has entered our life in an all-round way.It influences the economic behavior mode of consumers with a brand new model,and meanwhile brings more fierce competition among e-commerce platforms.E-commerce platforms use short-form video to display product information,which is more realistic,comprehensive and vivid than pictures and texts.Therefore,it is of practical significance to take influencing consumers’ purchase intention as the research topic.The purpose of this thesis is to study the short-form video information display on e-commerce platforms,find out what aspects of short video have an impact on consumers’ purchase intention,and hope to provide some marketing suggestions for e-commerce platforms in the production of short-form video products.Using stimulus-organic-response model,this thesis takes electronic products as the research object in the research process,and selects the usefulness,professionalism and comprehensiveness of product short-form video display as the external stimulus.As an organism,the emotional response of consumers studies pleasure and arousal in two emotions;The effect of short-form video display on consumers’ purchase intention is studied.Is given priority to with online survey,the online shopping consumer electronic products,the form of a short-form video to show the usefulness of three aspects,professional and comprehensive research,collecting relevant data,the use of statistical methods of the data analysis and verification,the following conclusion: a short-form video showing the usefulness of information,professional,comprehensive to a certain extent affect the consumers’ purchase intention;Emotional response has an impact on purchase intention;Moreover,as an organism,the emotional response plays a partial mediating role between external stimulus and response.Finally,according to the research conclusions,Suggestions on the production of short-form video display for e-commerce platforms are put forward,hoping to bring some help to the marketing of short-form video content for e-commerce platforms.