A Research On The Impact Of Interactive Marketing By Short Video On Customer Stickiness

The arrival of the mobile Internet era has laid a foundation for the development of social media like short video.The short video in China has experienced the exploring period of internet celebrities selling commodities,the growth period of platform traffic increasing,and finally it tends to be standard.The industry chain of short video has basically been stable.The competition in business has tended to be normal between the platforms and the content.User experience continues to be improved,the risk of uncertainty of advertisers be decreasing.The business value of short video continues to be highlight,and the marketing by short video becomes the focus in business.Short video has the characteristics of strong interaction,wide adaptability,large bearing capacity,wide audience and strong communication ability,It continually attracts advertisers' investment to the short video field,the major e-commerce companies have layout short video,actively explores the new business model of "short video +".The major e-commerce companies uses internet celebrities or self-built short video form to carry out product ? brand promotion and other marketing activities.With the gradual slowing down of user growth of short video industry,the strategic focus of merchants' marketing gradually shifts from simple product promotion to in-depth exploration of the value of individual customers.And merchants actively develop dialogue and cooperation with customers through interactive marketing.Retaining existing customers and enhancing their customer stickiness are more important in the current stage.The research on short video mainly focuses on the qualitative perspective,but less on the quantitative perspective.The research on short video mainly focuses on the development trend,communication mechanism,marketing mode and marketing suggestions.But there are also some scholars who study user behavior from the perspective of technology,but lack of quantitative research on short video from the perspective of marketing.This paper is based on the motivation theory,interaction ritual chains theory,social encourage theory,reciprocal theory,the model is based on SOR theory.This paper explores the influence of short video interactive marketing on customer stickiness and takes the experimental value as the intermediary from the perspective of marketing ? the two aspects of product-oriented interaction and interpersonal interaction.The independent variables include product-orientedinteraction(information interaction,economic benefit interaction)and interpersonal oriented interaction(leisure and entertainment interaction,social interaction).The mediating variables were divided into functional experimental value and emotional experimental value.To verify the intermediary role of experimental value between customer interaction participation(information interaction,economic benefit interaction,leisure and entertainment interaction,social interaction)and customer stickiness.After building the model and putting forward the hypothesis,By referring to the maturity scale,and combined with the short video situation to modify.We send the questionnaires to respondents through short video APP,weibo,aned We Chat,etc.And then,we verify the collecting date on reliability and validity,verify the hypothesis by SPSS and structural equation model.By the way,We draw the following conclusions:(1)product-oriented interaction(information interaction,economic benefit interaction)and interpersonal oriented interaction(leisure and entertainment interaction,social interaction)have significant influences on customer stickiness;(2)functional experience value plays a partial intermediary role between independent variables(information interaction,economic benefit interaction,leisure and entertainment interaction,social interaction)and customer stickiness;(3)the value of emotional experience only plays a part of mediating role between leisure and entertainment interaction,social interaction and customer stickiness,but not significant mediating role between information interaction,economic benefit interaction and customer stickiness.Finally,according to the conclusion,we propose the following suggestions to the merchants by short video in interactive marketing:(1)To meet the needs of customers in various aspects,and design video content in line with different customers' personalities to trigger extensive interaction and participation of customers;(2)Pay attention to the emotional appeal of customers,enhance the entertainment,so as to improve the continuous attention of customers to the short video;(3)Promote customers to actively participate in the interaction,improve the customer interaction experience and value perception;(4)Integrated the use of a variety of social media to achieve cross-screen integrated marketing.