Research on the Influence of Content Features of Short Video Marketing on Consumer purchase intentions

Abstract

The short video industry is in the hotspot which favored by more and more users and advertisers. The length of short video is usually less than 5 minutes. The content is refined and rich, adapting to the fast-paced life, and the mode of vertical screen is also in line with the habits of mobile users. The interaction is more active, and the maturity of artificial intelligence technologies such as face recognition makes short videos more interesting and entertaining. The rapid development of short videos gives rise to short video marketing. This article will combine the content characteristics of short video marketing model with the relevant theories of purchase intention, and establish the research model. By delivering questionnaires and analyzing the data, the three hypotheses proposed are going to be validated: perceived usefulness, playfulness and the involvement of influencers will have a positive impact on consumers' intention to purchase. Through the analysis of the data, the above assumptions are all true. Among them, the influence of influencers is the most significant. Finally, based on the conclusions drawn from the empirical analysis, the article will combine with the actual situation then make some suggestion to the short video marketing of companies. 1. Overview of short video and short video marketing This chapter details the development of short video, as well as the huge marketing potential due to its unparalleled advantages. 1.1 Definition and development of short video marketing 1.1.1 Definition of short video marketing Short video is an emerging form of video that is usually played by viewers who are on the move. The duration of short video is vaguely defined. In general, videos from five seconds to five minutes can be classified as short videos. The production is relatively easy and the cost is low. While the content is usually rich and refined, and it adapts to the fast-paced life. Also, the mode of vertical screen is in line with the habits of mobile users and the application of artificial intelligence technology such as face recognition makes the short video more entertaining and interactive. According to data from Ai Media, the number of short video users in China has reached 501 million in 2018, and this number is still rising. With the rapid development of the short video industry, short video marketing is increasingly favored by advertisers. Generally speaking, short video marketing, in a narrow sense, refers to all marketing activities on the specialized short video platform, while this article is mainly aimed at short video marketing in a broad sense, that is, all the short-video-based marketing activities, which exist in various kinds of the Internet platform not only includes specialized short video platforms (such as TikTok, Kuaishou, Volcano Videos, Meipai, etc.), but also other extensive content platforms (such as Weibo, WeChat, Zhihu, Tencent Video, etc.), e-commerce platforms (such as Taobao), and others.[1] 4th International Conference on Modern Management, Education Technology and Social Science (MMETSS 2019) Copyright © 2019, the Authors. Published by Atlantis Press. This is an open access article under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/). Advances in Social Science, Education and Humanities Research, volume 351