Research On The Influence Of Short Video Marketing Platform Quality On Consumer Purchase Intention

Under the impact of the COVID-19 in the past three years,people’s living and consumption needs have been continuously transferred to online,and the cost of production and offline marketing of traditional enterprises has been continuously increased,resulting in difficulties in the operation of traditional enterprises.It is urgent to reverse the decline through online marketing.With its excellent visual effect,good interactive experience,rich publicity channels,low publicity costs and continuous improvement of production level,short video has broken through the limitations of time and region and rises rapidly.It has become the preferred way of entertainment,communication and marketing.As a typical short video marketing platform,the short video platform has already broken through the original content platform attributes and evolved into a low-cost and efficient marketing tool.Therefore,short video marketing has become the primary choice for enterprises to carry out online marketing.Although many enterprises have realized the importance of short video marketing and have carried out some short video marketing activities with the help of short video marketing platforms,many enterprises have not yet formed a clear understanding of the influencing factors and mechanism of consumer purchase intention in the context of short video marketing.At the same time,the current research on the influencing factors and mechanisms of consumer purchase intention in the context of short video marketing mainly focuses on discussing short video marketing value,marketing strategy and specific commodity and service marketing.As an important carrier of short video marketing activities,there are few studies on the influencing factors and mechanisms of consumer purchase intention in the context of short video marketing.Based on this research background,this paper first reviews,analyzes and summarizes the relevant theories and research literature of the consumer attitude theory model,stimulus-organism-response(S-O-R)model,short video marketing,consumer purchase intention and so on.It clarifies the research ideas and research methods of influencing factors of consumer purchase intention in the context of short video marketing.This paper combines literature research and the reality of short video marketing,selects the quality of marketing platform as the stimulus factor in short video marketing.Under the framework of stimulus-organism-response(S-O-R)model,taking the three dimensions of system quality,information quality and service quality of short video marketing platform as the starting point,the factors of short video marketing platform quality affecting consumer purchase intention are extracted.According to the theoretical model of emotional attitude,cognitive attitude and emotional attitude are selected as intermediary variables,and the relationship model of influencing factors of consumer purchase intention in the context of short video marketing is constructed to explore the interaction between variables.The research obtains data through a questionnaire survey.After data processing,SPSS 26.0 and AMOS 26.0 statistical analysis software are used to complete descriptive statistical analysis,common method deviation test,reliability and validity analysis and correlation analysis.Finally,the structural equation model is used to verify the research hypothesis.Through the analysis of the empirical results,this paper draws the following conclusions:First,the system quality,information quality and service quality of the short video marketing platform have a significant positive impact on consumer purchase intention.Secondly,the usefulness of short video marketing platform system quality,the informativeness and entertainment of short video marketing platform information quality,the interactivity and customization of short video marketing platform service quality have a significant positive impact on consumer cognitive attitude.Third,the usefulness of short video marketing platform system quality,the entertainment of short video marketing platform information quality,the interactivity and customization of short video marketing platform service quality all have a significant positive impact on consumer emotional attitudes.Fourth,consumer cognitive attitude and emotional attitude have a significant positive impact on consumer purchase intention.Fifthly,consumer cognitive attitude plays an obvious mediating role between the usefulness of short video marketing platform system quality,the informativeness and entertainment of short video marketing platform information quality,the interactivity and customization of short video marketing platform service quality and consumer purchase intention.Consumer emotional attitude plays an obvious mediating role between the usefulness of short video marketing platform system quality,the entertainment of short video marketing platform information quality,the interactivity and customization of short video marketing platform service quality and consumer purchase intention.Subsequently,this paper puts forward the following suggestions for short video marketing platforms,enterprises and consumers in the context of short video marketing :(1)Short video marketing platforms should improve the quality of platforms in a targeted manner and create a good short video marketing environment,so as to enhance consumers ’ willingness to purchase;(2)Enterprises should be good at using short video marketing platform,grasp the new opportunities of short video marketing development;(3)Consumers can use the appropriate short video marketing platform to fully understand,screen and purchase online marketing products and services.Finally,the research limitations and prospects of this paper are summarized.