Mechanism Of Mobile Short Video On Impulsive Purchase

With the continuous expansion of the application scope of mutual benefit network,the level of mobile communication technology has been improved in an all-round way,especially after the smartphone has a higher penetration rate,which also creates favorable environmental conditions for the development of the mobile short video industry.From a fundamental point of view,the mobile short video industry itself has a huge customer base,and it can carry out different types of marketing activities by itself,and the development space is relatively large.After companies fully understand the profit margins of the mobile short video market,they have integrated marketing methods with mobile short videos,with the ultimate goal of successfully attracting consumers’ attention.As a relatively common shopping behavior,the research field takes impulse buying as the research object,and it has carried out research work on it as early as around 1940.Judging from the development situation in recent years,consumers have gradually developed online consumption behavior.Compared with traditional shopping methods,online shopping has a relatively higher probability of impulsive consumption behavior.Especially in the rapid development stage of mobile short videos,the research work carried out for user groups usually takes recognition,content creation and loyalty training as the analysis basis.It is not difficult to find that short video shopping has been completed and formed a brand new shopping channel.The collected literature information proves that in the mobile short video environment,most of the user-related research has not been conducted from the perspective of consumption behavior.Especially in recent years,some researchers have verified that there is indeed consumer impulse shopping behavior in the field of e-commerce,but the research work is carried out only,and the mobile short video marketing environment has not been paid attention to as the research object.From a fundamental point of view,mobile short video works can integrate text,pictures,music and other elements together.Therefore,for merchants,the mobile short video market has a large commercial value to be tapped.To sum up,enterprises need to conduct a comprehensive survey of users’ consumption habits in the field of mobile short videos,so as to provide an effective reference for the development of marketing activities.At the same time,understand what kind of mobile short video marketing environment can effectively stimulate consumers’ impulsive consumption behavior.During the research phase of this topic,by summarizing the characteristics of mobile short video marketing,it can be fully integrated with the impulse buying theory,and initially summarizes the three stimulus variables of promotional discounts,opinion leaders,and entertainment,and refers to other research conclusions.,divides the dimension of consumer emotion,including two types of pleasure and arousal emotion,and both of them can play the role of mediating variables.Taking the SOR theoretical model as the core,the research model is designed for the influencing factors of consumers’ impulse buying behavior in the mobile short video environment,and rationalized research hypotheses are put forward.By carrying out questionnaires,obtaining relevant information,and using different tools to effectively process relevant data,and finally reached the following conclusions:Affected by the mobile short video marketing environment,first,companies can motivate consumers through promotions,discounts,etc.produce more impulsive consumption behavior.In addition,psychological emotions are also a key factor affecting the implementation of the final purchase behavior.Through discounts,promotions and other activities,consumers can generate more pleasant emotions,and at the same time,they are fully prepared for the awakening of emotions;second,opinion leaders are also guides A key element of consumer impulse spending.Psychological emotions can also play a mediating role between the two elements.A simple understanding is that opinion leaders can guide consumers to generate more pleasure and awaken emotions;third,improve the entertainment of marketing activities,consumers will also have more impulses consuming behavior.Under the condition of giving full play to the mediating effect,the entertainment characteristics are more obvious,and the pleasure and arousal emotions produced by consumption are relatively more.In the research phase of this topic,the mobile short video marketing environment is taken as the research object,and a comprehensive analysis of consumers’ impulse buying behavior is carried out by expanding the research scope.The relevant research conclusions cannot in-depth explain the main reasons for consumers’ impulsive consumption behavior,and can also provide an effective reference for enterprises to design mobile short video marketing activities,including pointing out a clear direction for the follow-up platform operation supervision work.