Research On The Influencing Factors Of Short Video Marketing On Consumers' Buying Behavior

With the launch of short video apps such as "Tik Tok",the short video industry has shown an explosive development trend.The commodity marketing model that uses short videos as a communication medium has also grown,forming a short video marketing model— "short video + sales",and has become an important link in the marketing of various platforms and merchants.Short video marketing is different from traditional e-commerce in terms of product promotion and functional display,but at present,many merchants still don't understand the mechanism of how short video marketing affects consumers' buying behavior,so that it will affect effective utilization,improvement of product sales performance and sustainable development of the company.At the same time,the current research on short video marketing is still relatively single in terms of entry point.Focusing on studying in the context of short video shopping,which affordance factors of short video marketing will affect consumers' buying behavior? The author conducted a quantitative empirical analysis on the availability factors of these short video marketing to explore the degree of influence of each factor on consumer buying behavior,and then put forward feasible suggestions based on the empirical results to help relevant companies improve their competitiveness.Using the method of empirical analysis,based on the theory of affordance,and the intermediary of psychological distance.Based on the A-A model of affordance,a research model of the impact of short video marketing on consumers' buying behavior is constructed.An empirical study was conducted on how video marketing affects consumer buying behavior.The study found that short video marketing's fun affordance,shopping incentive affordance,information professional affordance,visual affordance,shopping-oriented affordance and shopping interaction affordance have a significant impact on consumer purchasing behavior.However,the influence of social affordance on it is not obvious.Psychological distance has a significant influence on consumers' buying behavior,and at the same time,psychological distance has an obvious mediating effect between the affordance of short video marketing and consumers' buying behavior.Empirical research has found that the satisfaction of social needs is not what consumers are striving for when shopping for short videos,mainly because consumers still use traditional We Chat and QQ as the main social products,and the social attributes of short video marketing are still not strong,the settings in the social sector have not been particularly prominent.At the same time,since consumers still have a process of adapting to the algorithmic mechanism of short videos,the shopping-oriented influence affordance on consumers' psychological distance is not obvious.On the basis of these research results,this article proposes that companies engaged in short video marketing should focus on improving the professionalism of short video product introductions and the professionalism of anchors.Carry out a variety of promotional activities,comprehensively use a variety of price methods,and formulate a reasonable pricing system,including commodity prices and logistics costs,etc.At the same time,it is necessary to deeply integrate emerging technologies,enhance the technical experience of short video marketing,and pay attention to the interaction in the marketing process,so as to promote consumers' sense of participation and participation.Nowadays,the emerging social media is becoming more and more prosperous.The research in this article provides a continuous improvement path for companies that conduct marketing activities in the form of short videos,and provides effective suggestions for the continuous development of short video marketing for such companies to achieve the improvement of corporate competitive advantages.