Analysis On Influencing Factors Of Customers’ Consumption Intention On Short Video Platform

With the development of mobile communication technology and the popularization of intelligent terminal equipment,the short video industry has a very large user group in just a few years,which provides a new scene for the development of online consumption and stimulates a strong market potential.As a leader in the mobile short video industry,Tik Tok is deeply loved by users of all ages.Based on the theory of consumer behavior,combined with the characteristics of Tik Tok short video platform and the theory of flow experience,this paper comprehensively applies the knowledge of management,sociology and psychology to construct the theoretical model of influencing factors of customers’consumption intention on short video platform,puts forward hypotheses and conducts empirical analysis,and finally finds out the relevant factors affecting consumer purchase intention and the mechanism behind it.In the process of using the short video application,users will receive the stimulation and influence from the platform,merchants and other aspects,and the cognitive and emotional state of the body will change,resulting in the consumption intention.The model divides the stimulus into three dimensions of "platform-brand-content",including five variables:recommendation,ease of use,continuity,opinion leaders and content addition.The body state is divided into cognitive attitude and emotional attitude,including three variables:perceived usefulness,perceived enjoyment,and flow experience.The result of the reaction is that the final consumer will generate consumption intention.In view of the relationship between the above 9 variables,16 hypotheses are proposed to lay a theoretical foundation for empirical analysis.In the empirical analysis stage,data are collected through questionnaires and processed with the SPSS 26.0 data analysis software and AMOS 24.0 model construction software.The research draws the conclusion that the recommendation,ease of use,continuity of the platform,opinion leaders and content addition affect users’ perceived usefulness and flow experience to varying degrees,and ultimately generate purchase intention.It also classifies and studies the mechanism of consumer willingness under the two different commodity categories of physical goods and virtual goods.The research results not only improve the achievement in relevant fields,but also put forward suggestions for application and management from a practical point of view.Users of the short video platform can use the conclusions of this study to have a clearer understanding of their own process of generating consumption intention on the platform,improve the efficiency of information collection when shopping,pay attention to the use experience,and eliminate the interference of non-related factors.Short video application enterprises can use the conclusions of this study to improve the platform performance,strengthen the guidance and management of businesses,and then create a better short video platform consumption environment,improve the service level,and make greater contributions to social development.