An Empirical Research On The Influencing Factors Of Douyin Short Video Native Advertising

Native advertising has been formally proposed in 2011,and it has been developing for ten years and is still hot today.Since the rise of the short video industry in 2016,short video native advertising has quickly become one of the fastest growing advertising forms in native advertising due to its novel and unique content,strong integration in form,and intelligent algorithm recommendations,and more and more advertisers choose it.Based on this background,this study chooses Douyin,the hottest short video platform nowadays,and takes Douyin short video native ads as the research object,and conducts an empirical study on the factors affecting the effectiveness of native ads.First of all,this study has conducted a comprehensive literature review from three aspects: native ads,Douyin short video native ads,and the research of native ads effect.Then from the three dimensions of content value,user orientation,and characteristics of Douyin platform,six independent variables are selected:information value,entertainment value,perceived precision,perceived privacy violation,advertising credibility and perceived risk;the two dimensions of spread effect and sales effect,four dependent variables are selected: brand knowledge,brand attitude,purchase intention and platform selection intention are selected,thus proposing the research hypothesis of this study,and establishing the initial research model of Douyin short video native ads effect of belonging to this study.Through data analysis and in-depth interviews,this study found that the effects of Douyin short video native ads are affected to varying degrees by information value,entertainment value,perceived precision,advertising credibility and perceived risk,while perceived privacy violation has no effect on advertising effects.Among them,advertising credibility has the greatest positive impact on advertising effectiveness,and perceived risk has a negative impact on platform selection intention.Based on these conclusions,this study puts forward the following four strategic recommendations: first,explore the value of the content from the brand or product itself;second,identify the users in need and maximize the accuracy of the push;third,strengthen the review of advertising content thereby improving the credibility of the platform;fourth,establish a short-video e-commerce platform based on native content to give full play to the advantages of native advertising.