Research On The Influence Of Short Video Opinion Leader Characteristics On Consumers' Impulsive Purchase Intention

The short video industry has great development potential,By June 2021,the number of short video users in China had reached 888 million.In March 2021,the per capita use time of short video applications in China was 125 minutes per day.Short video opinion leaders are the core elements of short video,and short video is only the carrier of short video opinion leaders.The economic effect of short video opinion leaders has increased significantly,Short video opinion leader + e-commerce has become a new mode of consumption.Impulsive buying behavior is common in life.Enterprises rely on the unique personality charm of short video opinion leaders to stimulate consumers' consumption is a highly efficient marketing means.From 2020 to 2022,relevant state departments issued "Opinions on supporting the healthy development of new business forms and models,activating the consumer market and promoting the expansion of employment" and "Notice on doing a good job in promoting consumption in the near future" and "Government work report" and etc.Encourage the standardized development of new formats and models,and affirm the positive role of new formats and models in expanding consumption,stimulating domestic demand and conforming to consumption upgrading.Therefore,it is of theoretical and practical significance to study the impact of the characteristics of short video opinion leaders on consumers' impulsive purchase intention.Firstly,this paper combs and studies the concepts involved: the characteristics of short video opinion leaders(professionalism,interactivity,homogeneity,reputation and interest),flow experience,product involvement,consumers' impulsive purchase intention,etc.Secondly,based on SOR theory,quasi social interaction theory and psychological distance theory,this paper establishes a research model on the basis of small-scale interviews,and puts forward the corresponding assumptions.In the model,the characteristics of short video opinion leaders are used as independent variables,consumers' impulsive purchase intention is used as dependent variables,and flow experience and product involvement are used as intermediary variables and regulatory variables respectively.Finally,using the mature measurement scale and questionnaire survey method,select the audience of short video opinion leaders as the survey object to collect data.Using SPSS and AMOS software for verification,it is found that,The characteristics of short video opinion leaders and their five dimensions(professionalism,interactivity,homogeneity,reputation and interest)have a significant positive impact on consumers' impulsive purchase intention;The characteristics of short video opinion leaders and their five dimensions(professionalism,interactivity,homogeneity,reputation and interest)have a significant positive impact on consumers' flow experience;Consumers' flow experience has a significant positive impact on their impulsive purchase intention;flow experience plays a partial mediating role between the characteristics of short video opinion leaders and their five dimensions(professionalism,interactivity,homogeneity,reputation and interest)and consumers' impulse purchase intention;The positive moderating effect of product involvement on the characteristics of short video opinion leaders and their three dimensions(professionalism,interactivity and reputation)and consumers' impulsive purchase intention has been verified,The moderating effect of product involvement on the two dimensions of short video opinion leaders(interest and homogeneity)and consumers' impulse purchase intention has not been verified.Based on the research conclusions,this paper puts forward relevant suggestions for short video opinion leaders,short video platforms,enterprises,governments and short video platform regulators to ensure the benign and sustainable development of short video opinion leaders + e-commerce.