The Effect Of Online Shopping Attitude Based On Different Bullet Content On Users’ Purchase Intention

With the rapid development of Internet technology,the number of users of online video has reached 725 million,making it the second largest Internet application in China after instant messaging.The rise of bullet screen has brought a high click rate to online videos and increased the frequency of video sharing and collection.The combination of advertising video and bullet screen enables consumers to quickly understand the purchasing experience of other experienced users and obtain more useful information while watching the video.Therefore,this study aims to explore the influence of different content of bullet screen on consumers’ cognition when they watch advertising videos.To understand the psychological mechanism of online shopping attitude on consumers’ purchase intention,and to analyze the role of herd effect in it.The research is divided into three parts: Study 1 aims to explore the changes of consumers’ attention and eye movement interest zone when they watch barrage advertising videos.In the second study,psychological measurement method was adopted to measure the changes of psychological mechanism of consumers through online shopping attitude scale,risk perception scale,value perception scale and purchase intention scale.The third study aims to explore the influencing factors of bullet screen on consumers’ purchase intention by interview method.Based on the research results of the three parts,the following conclusions are drawn:1.Different bullet screen advertising videos can have an impact on consumers’ cognition :(1)The attention index of consumers when watching the video with bullet screen is significantly higher than that when watching the video without bullet screen;(2)The attention index of watching positive or negative advertising videos was significantly higher than that of watching no-bullet advertising videos;(3)When watching active barrage,the range of eye movement interest in the video was significantly larger than that of the video without barrage.(3)The range of eye movement interest in videos with negative barrages was significantly smaller than that without barrages;(4)Consumers pay more attention to negative barrage information.2.Online shopping attitude,perceived risk,perceived value and purchase intention have significant differences in gender,disposable income,monthly expenditure ratio,online shopping frequency and online shopping experience :(1)Women’s online shopping attitude is higher than that of men;The more frequency of online shopping,the more positive attitude towards online shopping;There is a positive correlation between online shopping experience and online shopping attitude.(2)Under the influence of negative information,women’s purchase intention is lower than men’s;Under the influence of positive information,the greater the online shopping frequency,the stronger the buying intention;Under the influence of positive and neutral information,online shopping experience is positively correlated with purchase intention.(3)Under the influence of negative information,women’s risk perception was significantly higher than men’s;Under the influence of positive information,there is a negative correlation between online shopping experience and risk perception.(4)Under the influence of negative information,men’s value perception is higher than women’s;Under the influence of positive information,there is a positive correlation between consumers’ online shopping experience and value perception.The richer the online shopping experience,the higher the value perception of consumers.3.Online shopping attitude,risk perception,value perception and purchase intention are affected by different bullet screen contents,and the correlation is pairwise different:(1)under positive bullet screen,online shopping attitude and risk perception are negatively correlated,while value perception and purchase intention are positively correlated;Risk perception is negatively correlated with value perception and purchase intention.There is a positive correlation between value perception and purchase intention.(2)Under the negative bullet screen,online shopping attitude is positively correlated with risk perception,and negatively correlated with purchase intention;Risk perception is negatively correlated with value perception and purchase intention.There is a positive correlation between value perception and purchase intention.(3)Under neutral barrages,online shopping state is positively correlated with value perception and purchase intention;Risk perception is negatively correlated with value perception and purchase intention.There is a positive correlation between value perception and purchase intention.4.Risk perception and value perception played a chain mediating role in the relationship between online shopping attitude and purchase intention.(1)Under the positive bullet screen,the chain mediating effect of online shopping attitude--risk perception--value perception--purchase intention was significant;(2)Under the negative bullet screen,the chain mediating effect of online shopping attitude-risk perception-value perception-purchase intention is significant;(3)Under neutral barrages,the mediating effect of online shopping attitude,value perception and purchase intention is significant.5.Adding bullet screens in advertising videos can improve consumers’ attention to products;The positive and negative of the content of the bullet screen will affect the consumer’s perception of value and risk,and can predict the purchase intention of consumers.