Research On The Influence Of Vlog On Audience’s Purchase Intention

In the digital era,with the rapid development of self-media and the rapid rise of short video social platforms,more and more brands have begun to pay attention to social media marketing.The current buying habits of consumers have changed,from passively receiving information about brand product displays in the past to actively searching for brand information posted by users on social media platforms before purchasing.As a form of communication loved by young users,video blog(vlog)is highly interactive and descriptive,it can display brand products and services more intuitively,create personalized content for brands,and connect with consumers in a visual way.Therefore,choosing a vlogger who fits the brand’s tone to cooperate and publish quality vlog video content is increasingly becoming an important way for enterprises to conduct marketing.From the existing literature,relevant studies have focused more on the current development status,problems and development trends of vlogs,but the research on the psychological mechanism of vlogs’ effect on audiences’ purchase intention and the possible influencing factors are not clear enough.In this context this paper takes vlog as the research object,and on the basis of relevant literature,uses the S-O-R model as the main theoretical basis of this study,introduces vloggers’ own characteristics(credibility,professionalism,attractiveness and interactivity)and video content characteristics(interestingness,timeliness,authenticity and technicality)as stimulus variables(independent variables),Parasocial interaction variables as organism variables(mediating variables)and audience purchase intention as the response variable(dependent variable)to construct a theoretical model,propose corresponding research hypotheses,design and distribute questionnaires,use SPSS and AMOS related software to test and analyze the questionnaire data,conduct preliminary tests of the proposed research hypotheses accordingly,and explore the factors and mechanisms of vlog’s influence on consumers’ purchase intention.In addition,text mining and sentiment analysis of vlog bullet chat were performed using python and snowNLP tools to further verify consumers’sentiment tendencies and purchase intentions.The results of the study show that the empirical analysis verified that the vlogger’s own characteristics and their video content characteristics have a significant positive influence on the audience’s purchase intention and parasocial interaction,and the mediating effect of the behavioral interaction dimension in the parasocial interaction is significant.In addition,the sentiment analysis based on bullet chat text mining found that consumers have a more positive emotional tendency and purchase intention when watching vlogs.According to the analysis results,this paper proposes that using vlog as a marketing channel will be beneficial for brands to promote their products,and suggests possible references for corporate marketing activities:First,companies should vertically position vloggers that match the brand’s tone,and reflect the brand culture and style through vlog.Second,vloggers should focus on video content,pay attention to the quality of video presentation.Third,both enterprises and Vlogger should pay attention to the cultivation of parasocial interaction and shorten social distance.Fourth,analyze the content of bullet chat interaction,understand the audience’s emotion,and adjust the marketing strategy in time.