Research On The Impact Of Content Characteristics Of Short Video Advertisements On Consumers’ Impulsive Purchase Intention On Social Media

With the popularity of short video,the marketing of products through short video advertising emerged at the unprecedented moment,and the development is rapid.It is from this phenomenon that this paper intends to explore the charm of the short video advertisements constantly emerging on various mobile APPs by studying the internal mechanism of the influence of short video advertisements on consumer behavior.This paper is not limited to the study of short video ads in short video software,but also focuses on the study of short video ads on social media,based on the network advertising model,stimulus-Organism-response(S-O-R theory),virtual touch and flow experience theory.This dissertation through the method of empirical analysis to explore the internal mechanism between some content characteristics of short video advertising and consumers’ impulsive purchase intention.At the same time,the products are divided into hedonistic products and utilitarian products according to their properties and taken as the moderating variable in this research model,in an attempt to explore whether the difference of product attributes will have a certain influence on consumers’ impulsive purchase intention.It also provides a basis for merchants to select short video advertisements with more targeted content characteristics for product promotion.This paper takes various social media APPs as the carrier,mainly adopts the method of questionnaire,and obtains a total of 371 valid questionnaires.On this basis,some data analysis software are used to test the mediated model with adjustment and make corresponding analysis.The features of short video advertisements have a certain influence on consumers’ impulse buying intention.In this paper,virtual tactile perception and flow experience were used as mediating variables of the model,and product attributes were used as moderating variables for empirical research.The empirical results show:(1)The information and creativity of short video ads have a significant positive effect on consumers’ virtual tactile perception,while the stimulation has a significant negative effect on consumers’ virtual tactile perception,while the incentive of short video ads has an insignificant effect on consumers’ virtual tactile perception.(2)The creativity and motivation of short video ads have a significant positive impact on consumers’ flow experience,while the stimulation has a significant negative impact,while the informational impact of short video ads is not significant on consumers’ flow experience.(3)Consumers’ virtual touch perception and flow experience both have a significantly positive impact on their impulsive purchase intention,while the informational,creative and inspiring nature of short video advertisements on social media all have a significantly positive impact on consumers’ impulsive purchase intention.In conclusion,consumers’ virtual tactile perception and flow experience as the mediating variables play an incomplete mediating role.(4)In terms of the moderating effect of product attributes,hedonistic products play a positive moderating role between individuals’ emotional experience and impulsive purchase intention,which is greater than that of functional products.