Study On The Influence Factors Of Community Marketing In Children's Short Videos Under The SOR Theory Paradigm

The development of Internet technology and the opening of the two-child policy have brought the driving force of continuous growth to the development of the children's book market,and the rise of short video has provided a new scene for the development of the children's book market,and the continuous receipt of short video content has redefined the relationship between the transmitter and the recipient.With the combination of social media and short video platforms,short videos bring together a large number of fans in the traditional sense to form a community of children's short videos.The importance of the community to marketing has been verified,but the effective implementation of short video community marketing for children's books lacks clear ideas.Therefore,by studying the children's book short video community marketing to obtain the factors that really affect the user to buy children's book,and thus improve the children's book short video community marketing.Based on the above,under the research paradigm of stimulation-body-reaction(S-O-R),this paper studies the influence factors of children's book purchase behavior of children's book short video community members from the three dimensions of community opinion leader,community communication content and community interaction,and makes the relationship model of children's book short video community marketing influence factors,according to the model and the previous maturity scale,and makes the questionnaire.Finally,the questionnaire is formed and the theoretical test is carried out through the empirical process of data analysis.In the research method,this paper uses the combination of qualitative and quantitative methods.Under the guidance of SOR theory,the literature review of children's book marketing,short video research and community marketing is carried out,and on this basis,the function relationship model is constructed,the variable measurement tool is developed,and the empirical test of data analysis is passed,and finally the enlightenment and suggestions of children's book short video community marketing are put forward.This paper comprehensively and systematically discusses the influence factors and relationship between the marketing of children's short video community.This study has a certain degree of innovation,mainly as follows:(1)in the theme of innovative children's book short video marketing and community marketing combined,and has been empirically tested(2)set up children's book short video community marketing influence factor relationship path,the construction of children's book short video community marketing influence factor relationship model.(3)Based on the empirical test results,the specific measures to promote the purchase behavior of children's short video community marketing are put forward.