Research On The Impact Of Short Video Feeds Advertising Characteristics On User Behavior And Response

With the rapid advancement of Internet technology and the increasingly rich forms of network content,short video products have become an indispensable entertainment tool in people's fragmented time.Commercialization is always with users,therefore,feeds advertising,an efficient form of advertising,has gradually been applied to short video products.Compared with traditional online advertising,feeds advertising has the advantages of leading algorithms,rich forms,precise targeting and good user experience.With the help of short video platforms,the value of feeds advertising has been further amplified,and it has become one of the most important commercial monetization methods for short video products.However,as a carrier of commercial information,advertising is often an interruption to users and interrupts their smooth product experience.The resulting negative emotions will cause users to avoid advertisements and even create negative impressions on advertisers.Therefore,it is of great significance to explore the influence mechanism of short video feeds advertising on user behavior and response.This study takes the S-O-R theory as the theoretical basis,takes entertainment,informative,consistency,and irritation of four short video feeds advertising as independent variables,and uses user participation and ad avoidance as dependent variables to measure user behavior and response,and introduce product engagement and emotional arousal as mediators to explore the relationship between the characteristics of short video feeds advertising and user behavior and response.This study collected 297 valid data through the questionnaire survey method,and conducted regression analysis and mediation test through SPSS,and clarified the influence mechanism of short video feeds advertising on user behavior and response.The results of the study found that for short video feeds advertising,entertainment and informative can positively affect user participation and negatively affect ad avoidance,and irritation can negatively affect user participation and positively affect ad avoidance;product engagement plays a part of mediating role between entertainment and user behavior and response,and between informative and user behavior and response;emotional arousal plays a part of mediating role between entertainment and user behavior and response,between informative and user behavior and response,and between irritation and user behavior and response.This study explores the close relationship between the characteristics of short video feeds advertising and user behavior and responses,supplements the research results in this direction,and provides practical guidance for advertisers and advertising platforms to enhance users' willingness to participate in advertising and reduce avoidance reactions.