Vlog And Children’s Consumption Desire:the Difference Effect Between Adult Vloggers And Children Vloggers

With the popularity of vlog among children,vloggers have become an important source of influence on children’s consumption desire.There are both adult vloggers and child vloggers who are concerned by children(such as adult vlogger Bai Bing and child vlogger Ryan).Existing research has revealed the key role of vloggers in the process of vlog affecting children’s consumption,but insufficient attention has not been paid to whether adult vloggers and children’s vloggers present differentiated effects.Relevant literature suggests that adults and peers play distinct roles in the process of children’s social learning,and the specific roles depend on children’s cognitive development stage.Based on this,this study intends to explore the differential effect of short video adult vloggers and children vloggers on children’s consumption desire and its mechanism.To this end,this paper carried out an experimental study(N = 182),using two real short videos of product display as stimuli,and taking students from grades 1 to 2(children aged 7-9)and grades 5 to 6(children aged 11-13)of a primary school affiliated to a university in Xi’an as subjects,using a questionnaire to investigate children’s desire to buy products displayed in the vlog and their perception of the professional authority and identity of the vlogger.The following conclusions are obtained:First,on the whole,children have a higher sense of professional authority on adult vloggers(compared with child vloggers)and a higher sense of identity on child vloggers(compared with adult vloggers),so the impact of the two types of vloggers on children’s consumption desire is not significant;Second,adult vloggers and child vloggers have opposite effects on consumption desire when distinguishing children from children.For younger children,adult vloggers can lead to a stronger desire to buy because of their higher professional authority;On the contrary,for older children,the advantage of child vloggers’ identity leads to a stronger desire to buy.The above research conclusions deepen the theoretical understanding of how vlog affect children’s consumption desire,and expand the use scenarios of theoretical research related to children’s social learning modeling.At the same time,the research conclusion of this paper also provides important practical enlightenment for social institutions to carry out short video social marketing to correctly guide children’s consumption behavior.