The Influence Mechanism Of Short-Video Customer Inspiration On Customer Engagement Behavior And Well-being

The rapid development of new media technology and the continuous improvement of users' demands have led to the transformation of media communication forms.As an emerging social media,short video has been widely accepted by the public with its characteristics of short time,audio-visual integration,fragmentation and strong social nature,and it has become a high-quality social platform for people to share life,deliver happiness,obtain information and go shopping.Recent years,the profit model of "short video +" is gradually maturing.However,with the upgrading of industry regulation and the increasing demand of users for high-quality content,the short video industry has entered the precipitating stage,and user consumption is gradually upgraded.Therefore,in order to attract users' attention and improve users' satisfaction to make customers recommend and purchase,short video merchants are increasingly seeking to incorporate novel and inspiring information into short video content.However,the current research on the motivation and behavior of mobile short video users is still limited to the shallow research on browsing,creating,using short video platforms and product purchase intentions.There is a lack of psychological perspective to explore how mobile short videos can attract users,how to stimulate users to produce customer engagement behaviors and how to improve customer well-being.From the perspective of the persuasive effect and the personal growth effect of customer inspiration,this study studied the influence mechanism of short-video customer inspiration on customer engagement behavior and customer well-being in the context of short video based on self-determination theory.Firstly,this research proposes a theoretical framework and model of short-video customer inspiration affecting customer engagement behavior and well-being based on the literature research method and theoretical analysis method.Secondly,the theoretical framework was verified by using SPSS22.0 and AMOS22.0statistical analysis software through questionnaire survey and empirical research method.The study found:(1)short-video customer inspiration has a significant positive impact on three dimensions(customer referral,customer influencer and customer knowledge)of customer engagement behavior;(2)short-video customer inspiration has an obvious positive correlation with two dimensions(positive affect and life satisfaction)of customer well-being;(3)meaning in life plays an mediation effect in the process of short-video customer inspiration affecting customer engagement behavior(customer referral,customer influencer and customer knowledge);(4)meaning in life plays an mediation effect in the process of short-video customer inspiration affecting customer well-being(positive affect and life satisfaction),and all played an partial mediation role.The research results reveal two possible paths for short video customer inspiration to inspire customers.These two paths can help both businesses and consumers,and represent a win-win strategy.Finally,this article also discussed the theoretical significance and practical implications of this research,and pointed out the research shortcomings and future research directions of this study.