Research On The Impact Of Product Evaluation Short Videos On Consumer Purchase Intention

In recent years,thanks to the rapid development of the Internet,the number of daily live short video platforms has continuously increased,and short video products for evaluation have emerged as a new force.As a third-party evaluation short video independent of merchants and consumers,it can help consumers understand product information and make corresponding purchase decisions.However,the prevalence of "fake grass planting" has led to many incidents of "cracking down on fake" evaluation bloggers,and consumers’ trust in video evaluation short videos has decreased.How to balance such issues is worth pondering.Therefore,this article will start with a short video of product evaluation,study consumers’ purchase intentions after watching the short video of evaluation,provide feasible suggestions for evaluation bloggers,and also provide countermeasures and suggestions for businesses and consumers.Based on the ELM theory,information adoption model,and S-O-R theory,this study introduces intermediary variables such as perceived information usefulness,perceived persuasiveness,and moderator variables such as product engagement into the research model,and conducts a study on the impact of product evaluation short videos on consumers’ purchase intention.This study uses the questionnaire method to collect relevant data,and conducts a survey for users who have achieved purchase behavior through product evaluation short videos.A total of 345 valid questionnaires are collected.IBM SPSS Statistic 26.0 software is used to test the proposed research assumptions.The final conclusions are as follows:(1)The six dimensions of product evaluation short videos(information integrity,information accuracy,evaluator credibility,evaluator attractiveness,evaluator professionalism,and visual attractiveness)positively affect consumers’ perceived information usefulness;(2)The six dimensions of product evaluation short videos(information integrity,information accuracy,evaluator credibility,evaluator attractiveness,evaluator professionalism,and visual attractiveness)positively affect consumers’ perceived persuasiveness;(3)Perceived information usefulness and perceived persuasiveness are both positive for consumers’ purchase intention;(4)Perceived information usefulness and perceived persuasiveness partially mediate between the four dimensions of product evaluation short videos(information integrity,information accuracy,evaluator credibility,and evaluator professionalism)and consumers’ purchase intention;(5)Perceived information usefulness and perceived persuasiveness play a complete mediating role in the visual attractiveness of product evaluation short videos and consumers’ purchase intention;(6)Product involvement plays a moderating role between perceived information usefulness and consumer purchase intention;(7)Product engagement plays a moderating role between perceived persuasiveness and consumer purchase intention.The innovation of this study mainly lies in adding product involvement adjustment variables,which has certain theoretical value.And by constructing a model to analyze the impact factors of product evaluation short videos on consumers’ purchase intention,it is also a useful supplement to the entire consumer purchase intention research.