Research On User’s Willingness To Accept And Product Purchase Under The Implantation Of Short Video Situational Advertising

With the accelerated pace of people entering the information age,various communication media have not only changed the way people disseminate information but also influenced their modern lifestyles.The popularity of the Internet has made information dissemination universal,and the emergence of self-media has also provided people with fast access to information and channels for communication and sharing.Short videos cater to the reading experience of users because of their diverse,fragmented,and short-time features,which have not only attracted a huge user group,but also become an indispensable part of people’s lives,and it has become the norm to open the phone to browse short videos.As a result,the advertising industry relying on short videos is developing rapidly and maintaining a huge market development potential.Short video situational advertising is a new type of advertising implantation method.The so-called scenario is a creative advertisement constructed on the basis of the short video plot itself,which is cleverly integrated into the short video through a well-designed plot.Because of its natural articulation and high concealment,it greatly reduces users’ aversion to advertising and is loved by advertisers.However,how to use short video ads to promote products and improve placement effect and conversion rate has become a common problem faced by merchants and social media platforms.At the same time,in the environment of serious homogenization of advertisements,it is worth studying whether short video situational advertising implantation will improve users’ viewing experience and usage behavior.In the user advertising acceptance stage.Based on the technology acceptance model,this paper constructs a research model of the impact of short video situational advertising implantation on users’ willingness to accept.The findings indicate that: perceived ease of use and perceived usefulness had a positive impact on attitudes of situational advertising;perceived usefulness and attitudes of situational advertising had a positive impact on advertising acceptance intentions;perceived ease of use had a positive impact on perceived usefulness;ad content relevance,creative interest and self-congruity had a positive impact on perceived ease of use;advertising media reliability and advertising motivation had positive influence on perceived usefulness.The research results verify that short video situational advertising can affect users’ perception of advertising content,thus improving users’ acceptance of advertising.Based on the user acceptance stage,this paper further studies the user’s product purchase intention.Based on S-O-R model and motivation theory,a research model of the effect of short video situational advertisement placement on users’ purchase intention was constructed.The results show that both hedonic motivation and performance expectation have positive effects on purchase intention.Information,interactivity and reliability all have significant positive effects on hedonic motivation.Information,interactivity and reliability all have significant positive effects on performance expectations.Through the research on the advertising acceptance and purchase intention of short video users,this paper comprehensively reveals the impact path of users from advertising acceptance to product purchase,and provides a reference framework for future short video advertising marketing research.