Research On The Influence Of B Automobile Brand Mobile Short Video On Consumer Brand Attitude

In the mobile Internet era,the rise of short video platforms has brought new vitality and hope to everyone.As a new way of communication,short video has become a new marketing means to seize the market in all walks of life.From "We media" to the official media of enterprises,short video has brought almost all new opportunities.As an indispensable commodity in people’s life,automobile has a huge consumer market.However,when consumers choose cars,many people will be unfamiliar with the knowledge of vehicles or even almost need help understanding the state.In the past,consumers would learn about automobile products on automobile websites,news searches,and automobile advertisements,and finally,make purchase decisions.After the launch of the short video platform,mobile short video provides convenience for consumers to search more conveniently and quickly,enabling consumers to obtain information more intuitively and creating a new search method.Similarly,as an enterprise,automobile manufacturers are also immensely benefited in the era of the short video.The traffic effect brought by the "Internet celebrity car series" gives automobile enterprises better promotion in brand marketing.To seize the traffic effect brought by the current short video platform,automobile manufacturers begin to cooperate with the media and advertisers in short videos so that ordinary users can have a deeper understanding of automobile brands and achieve the effect of brand promotion.This thesis mainly studies the influence of mobile short videos on the brand attitude of B car users,uses technology acceptance model as a research tool,and takes immersion theory and symbolic interaction theory as the theoretical basis.Based on literature review and theoretical analysis,two dimensions of perceived pleasure and perceived interactivity are introduced in this study.Meanwhile,mobile short video is divided into three types:information type,entertainment type and interactive type.It uses the technology acceptance model to explore the impact of a mobile short video on the brand attitude of consumers in three dimensions users’ perceived usefulness,perceived pleasure,and perceived interactivity.According to the technology acceptance model,consumers mainly affect their brand attitudes through media perception and ultimately lead to the occurrence or non-occurrence of purchase decisions through the influence of consumer brand attitudes.Therefore,it is essential to study the brand attitude of automobile users.In this thesis,the questionnaire items are compiled by referring to the mature research scale of predecessors.Using the questionnaire Star software,the questionnaire survey is conducted on friends,colleagues,classmates,family members,etc.The collected data was analyzed and processed by SPSS24.0 software.The relationship between mobile short videos and consumer brand attitude is investigated through statistical analysis,reliability and validity test,correlation,and regression analysis of the data.The research draws the following conclusions: Mobile short videos positively affect consumers’ brand attitudes by influencing consumers’ perceived usefulness,perceived pleasure,and perceived interactivity.This thesis mainly explores the positive impact of a mobile short video on consumers’ brand attitudes,providing a new perspective on the theory of mobile short video,which is innovative to a certain extent.Through the case study,this thesis offers specific references and inspiration for enterprises to obtain consumers’ good brand attitude,provides a new connection for the theoretical research of brand attitude,and has clear,practical reference significance for network marketing.