Research On Persuasion Mechanism Of Short Video Advertising

Short video which meets the needs of users’ fragmented expression and viewing,has penetrated into people’s daily life.With a huge number of users,short video is favored by advertisers.Short video advertising has become the mainstream advertising form in the era of mobile Internet in China.There are various types of short video advertisements,and different types of advertisements have different persuasion mechanisms.For the type of short video advertisement with advertisement logo in short video platform,which can be recognized by consumers,consumers can choose to skip it,which poses a challenge to advertising persuasion.In order to solve this problem,this paper proposes that the involvement degree of users in short video advertising is different based on different motivations and use situations.Under the background of emphasizing consumers’ active selection of advertisements,a more effective persuasion mechanism is adopted according to consumers’ involvement degree to solve the problems faced by short video advertisements.Based on the the Elaboration Likelihood Model of persuasion,this paper assumes that short video advertising persuasion affects users’ attitudes by two routes:While consumers’ involvement is high,the factors related to the quality of short video advertising play a major role in persuasion,while consumers’ involvement is low,short video advertising sources and other peripheral factors maybe more important.Meanwhile,based on the previous study of short video advertising,the study put forward the central persuasive factors including advertising information utility 、 information fluency and personal advertising experience,peripheral persuasive factors including source credibility and interaction.Involvement is regarded as a moderator variable.The change of each factor’s effects under different involvement level was cencerned.This paper mainly adopts the form of questionnaire survey,the participants were told to wach relevant short video advertising cases,and then fill in the questionaire.Finally,521 valid data were collected.SPSS22.0 and Process data analysis tools were used to analyze the data through factor analysis,multiple regression and moderating effect test,and corresponding conclusions were drawn.The results show that the effectiveness of advertising information utility,information information processing fluency,credibility of advertising source,and interaction of advertising all promote the effect of persuasion,while the advertising experience has no significant effect on purchase intention.When users’ involvement is at a high level,it will strengthen the impact of advertising effectiveness on purchase intention;When the user’s involvement is at a low level,the credibility of advertising sources and advertising interaction will enhance the promotion of purchase.Therefore,it is verified that there are differences in the persuasion effect values of the influencing factors of short video advertising under different involvement degrees.Based on the research results,it suggests short video advertising should pay attention to information utility,easy processing of information,selection of reliable authenticators and attraction of interaction forms.And it is discussed that short video advertising should adopt differentiated persuasion in different level of individual involvement.When users are in high involvement,they should pay attention to improving the quality of advertising information;When users are in low involvement,we should concern the use of celebrity,interactive and other peripheral cues to promote purchase intention.