A Study On The Impact Of Short Video Scene Marketing On Consumers’ Purchase Intention Based On Customer Experience Perspective

With the rise of short video marketing,how to improve consumers’ purchase intention has become a critical issue that many businesses need to solve.In recent years,through the robust data and technology support of short video,scene marketing is gradually coming into the marketing community’s vision.However,there still needs to be more in-depth analysis on how short video scene marketing affects consumers’ purchase intention and how it works.Drawing on the S-O-R(stimulus-organism-response)theory as an overall framework,this study explores the pathway of the effect of short video scene marketing on consumer purchase intention based on the customer experience perspective as well as perceived value theory.Collecting 475 valid questionnaires,analyzed the data using structural equation modelling(SEM)and fuzzy set qualitative comparative analysis(fs QCA)methods to test hypothesis models and causal combination configurations.The empirical results show that all four dimensions classified by short video scene marketing(precise matching,entertainment,social interaction and timeliness)have a significant positive impact on consumers’ purchase intention;customer experience and perceived value partially mediate the process of short video scene marketing influencing consumers’ purchase intention,and customer experience and perceived value also play a significant chain mediation role in the influence of short video scene marketing on consumers’ purchase intention.The stepwise test and the Bootstrap test confirmed the findings.In addition,the fs QCA method was used to conduct a group analysis and to obtain five equivalent constructs that lead to high consumer purchase intentions.The main contributions of this research work are as follows: Firstly,unlike the grounded theory of previous studies,this study uses the S-O-R model as a framework to explain consumers’ purchase intention under short video scene marketing based on the customer experience perspective and perceived value theory.Secondly,the study expands the dimensions of short video scene marketing and innovatively incorporates timeliness into it,comprehensively examining the impact of different dimensions of short video scene marketing on consumers’ purchase intentions.Finally,while previous literature has only used SEM to investigate the impact of short video marketing on consumers’ purchase intention,this study adds the fs QCA method to investigate further the impact of different dimensional constructs of short video marketing on consumers’ purchase intention.Its findings provide theoretical and practical guidance for businesses to use short video platforms to improve consumers’ purchase intention.