| Short video generally refers to the shorter content of video dissemination on new Internet media.The short video industry in China has begun to sprout since 2011.After nearly 9 years,the market size of the short video industry has reached 100 billion yuan.The ultra-high user scale and user activity of the short video platform indicate that the short video industry has extremely high commercial value.While short video platforms such as Douyin bring people new emerging entertainment methods,film industry has also noticed its huge commercial value,and they have begun to venture into new ways of film marketing—movie short video ads.Movie short video ads have gradually become "The standard" of film marketing in China.However,there is no specific research on the influence mechanism of the characteristics of movie short video advertisements and users’ willingness to participate.Therefore,this article takes short video advertisements for movies as the research object,and researches the factors that affect user willingness to participate from the perspective of advertising characteristics,advertising attitude,and cognitive needs.Based on a review of relevant domestic and foreign literature and theories,this article constructs a "movie short video advertising interactivity and vividness as independent variables,advertising attitudes as mediating variables,cognitive needs as moderating variables,and dependent variables as user willingness to participate" theoretical model.In this study,the method of online experiments was adopted,and the test was performed between groups of "2(interactivity high & low)× 2(vividness high &low)".Through the manipulation of advertising characteristics(interactivity and vividness),short videos of 4 different design combinations are formed: 1-high interactivity & high vividness,2-high interactivity & low vividness,3-low interactivity & high vividness,4-low interactivity & low vividness.Participants will be asked to fill out a questionnaire after watching a particular experiment video to understand their current feelings.This experiment collected a total of 217 valid data,and used SPSS to conduct empirical research on the relationship between the characteristics of movie short video ads and users’ willingness to participate,the mediating role of advertising attitudes,and the regulating effect of cognitive needs.The results show that the interactivity of movie short video ads has a significant positive impact on both the user’s willingness to interact and purchase;the vividness only has a significant positive effect on the willingness to purchase;the advertising attitude affects the interactivity and the user’s willingness to interact and purchase,both have an intermediary role;advertising attitudes only have a mediating role between vividness and purchase willingness;cognitive needs have a positive regulatory effect on interactivity and advertising attitudes,user willingness to participate(interaction willingness and purchase willingness),cognitive needs have a negative adjustment effect on vividness and advertising attitude,user participation willingness(interaction willingness and purchase willingness).Finally,according to the influence mechanism of the participation willingness of short video advertisements in the movie,some suggestions on how to improve the effectiveness of the advertisement are put forward: reasonably set interactive functions;improve the vividness of advertising content;adopt personalized recommendation system. |
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