Research On The Purchase Intention Of Live Streaming Users Under The Effect Of Short Video Driving Traffic

Short videos have developed rapidly in recent years,far surpassing traditional content dissemination channels in terms of dissemination speed and popularity.Short videos have the characteristics of short,compact and highly interactive content.In the fragmentation information age,mobile short videos can just meet the needs of users,bring users a different experience from traditional content communication platforms,and also affect users’ daily habits.Live shopping,as a hot topic in recent years,has gradually integrated into consumers’ lives and changed the traditional purchasing habits of the public.Compared to traditional ecommerce shopping,live shopping not only provides consumers with a more intuitive presentation of products,promotes consumers to make effective purchasing decisions,but also better interacts with consumers and creates a good online shopping atmosphere.The emergence of live shopping can effectively improve sales efficiency for platforms;For consumers,it can provide a good shopping experience.Compared to traditional online ecommerce shopping,consumer purchasing behavior has also undergone significant changes in the context of live streaming shopping.The combination of short videos and live shopping can fully leverage their strengths,but there is currently little research on the relationship between the two.In addition,for the short video industry,how to better monetize traffic is also an important step in promoting industry development.This article conducts background research and literature analysis,based on relevant theories.Firstly,from the perspective of short video content publishers,based on the possibility of fine processing model,empirical research is conducted through questionnaire survey method to explore how content publishers cause user attachment;Secondly,the user’s attachment emotions,as the main clue of " drainage " in this article,are an important foundation for understanding the changes in purchase intention under the user attraction effect.Therefore,based on the social technology system model and motivation theory,this article discusses how users’ live streaming purchase intention changes after being influenced by short video scenarios and their own technical characteristics through questionnaire survey.Through empirical research,this article found that in the study of user attachment to content publishers in short video contexts,the quality of information utility and expression,as well as the pseudo interpersonal trust,pseudo interpersonal distance,and pseudo interpersonal similarity,can affect user satisfaction and subsequently affect user attachment to content publishers;In the study of user purchase intention in short video live streaming scenarios,empirical results indicate that trust and live streaming visibility caused by attachment,as well as personalized technology,have a positive impact on user purchase intention in live streaming.This article aims to use the attachment of users to content publishers as the key point to connect short videos with live shopping,and reveal the close relationship between short videos and live shopping.On the one hand,it has expanded consumer behavior research in the field of short video and live shopping,and on the other hand,it can provide corresponding guidance and suggestions for short video platforms to better carry out live shopping,which is beneficial for customizing relevant strategies and implementing development strategies,further attracting consumers,obtaining traffic,bringing better experiences to consumers,promoting purchase conversion,and jointly promoting the development of the short video and live shopping sectors.