Research On The Factors Affecting Consumer's Impulse Buying Behavior In E-commerce Short Video

From recording information in paper to electronic information,from texts,pictures to short videos,the carrier of people's recording of information and the way of socializing have undergone earth-shaking changes,and short video social e-commerce has gradually entered the public's field of vision.Short video social e-commerce is a new business model based on short video and e-commerce.In recent years,the rapid development of the short video platform such as Douyin and Kuaishou has accumulated a large number of users and brought new opportunities for the development of ecommerce.Enterprises have gradually discovered the huge flow value brought by short videos,and have combined marketing activities with short videos.In the short video scenario,consumers' buying habits and purchasing behaviors have changed.Short video & e-commerce's multiple stimulus factors make consumers more likely to have impulsive buying behavior.Impulse buying behavior is a common shopping behavior,which plays an important role in increasing sales of merchants.Through combing the existing literature,it is found that the existing research seldom involves impulse buying behavior in short video scenarios.For enterprises,only by deeply understanding the buying habits of short video users can they better carry out marketing activities on the platform.Therefore,this article explores the impact mechanism of impulse buying behavior in short video scenarios,aiming to enrich the existing impulse buying scenarios,and at the same time provide guidance and suggestions for short video marketing businesses.This study selects the Douyin platform as the research object.Based on the consumption impulse formation and enactment model(CIFE),flow theory,and fullinformation emotional theory,combined with the characteristics of short video and social e-commerce,a model of impulse buying behavior in short video scenarios is constructed.Data collection was conducted through questionnaire method,and 244 valid questionnaires were analyzed using SPSS26.0 and AMOS27.0 software.The research results show that in the short video scenario,the sales promotion carried out by the company,the background music of the short video,the perceived video characteristics and the product innovation have a positive impact on consumer mood;consumer mood and social influence of the platform have a positive impact on impulsive buying intention has a positive effect;impulse buying intention has a positive impact on impulse buying behavior;short video platform use time and consumer income can affect impulse buying intention and impulse buying behavior.Based on the above conclusions,this article proposes feasible suggestions for marketing activities,video content,products,user operations,etc.from the perspective of merchants and short video platforms.The contribution of this article is to conduct an exploratory research on the influencing factors of consumers' impulse buying behavior under the new business scenario of short video social e-commerce,and expand the application scenarios of impulse buying behavior related theories.