Research On The Influence Of Customer Interaction On Customer Purchase Intention In Short Marketing Videos

In recent years,Chinese short video shows a blowout growth,short video user scale expands,user duration increases,user stickiness continues to strengthen,short video has gradually penetrated into every field of social life.In the context of the booming development of e-commerce,short video has attracted the attention of many merchants by virtue of its characteristics such as wide audience,large flow and strong communication.Mainstream short video platforms such as Douyin and Kuaishou have become the main marketing positions.More and more merchants advertise and promote products through short video to stimulate customers’ purchase intention.Short video has strong social attributes,and users’ enthusiasm for interaction is generally high.Customer interaction plays an important role in short video marketing.When watching a short video,customers are interested in the products in the video,so they will actively participate in the interaction,further understand the relevant information and use feelings of the product,participate in the discussion of a certain topic,or carry out emotional communication.Different from the interaction in live streaming e-commerce,the interaction in short marketing videos is mainly between customers,and the comment section is an important place for customer interaction.These interactions between customers will stimulate their emotional changes and have an important impact on their purchase intention.As an emerging marketing tool,short video marketing has attracted extensive attention from the academic community.However,there is still a lack of relevant research on customer interaction in short video marketing.Therefore,this study attempts to explore the influence of customer interaction on purchase intention in short video marketing context.Among them,customer interaction is divided into two dimensions:product interaction and interpersonal interaction.Product interaction refers to the interaction between customers based on product-related information,while interpersonal interaction refers to the interaction between customers to establish relationships and meet psychological needs.In addition,this study introduced the variable of positive emotion to verify its mediating effect between customer interaction and purchase intention,and took shopping orientation as a moderating variable to discuss the different influences of customer interaction on positive emotion under different shopping orientation.In this study,empirical analysis was adopted to verify the research hypothesis,data were collected through questionnaires,and SPSS statistical software was used for testing.Relevant conclusions were drawn:(1)Product interaction and interpersonal interaction in short marketing videos have significant positive effects on customers’ purchase intention.(2)Customer interaction is conducive to the positive emotions of customers,and thus has a positive impact on the purchase intention.The mediating effect of positive emotions has been verified.(3)Shopping orientation can regulate the relationship between customer interaction and positive emotions.Compared with utilitarian oriented customers,hedonic oriented customers’ interaction has a stronger impact on their positive emotions.The rise of short video marketing mode has opened the prelude to a new era of marketing,which contains huge commercial potential and good prospects for development.This paper has important theoretical and practical significance for the study on the influence of customer interaction on purchase intention in short marketing videos.It provides new ideas and methods for future related studies,and also provides valuable reference for the formulation of marketing strategies,so as to further promote the development of short marketing videos.