Study of the Acceptance and Purchase Behavior of College Students' Audience by Bilibili Video Insertion Advertising

Abstract

With the advent of the 5G network era, the use of smart phones has been popularized, and various short video software platforms have risen rapidly. The short video platform gathers a large user group and a large number of ACG original video creators. In the Internet era, traffic monetization capabilities are strong, and advertisers are setting their sights on short video platforms, bringing new business to advertisers and content creators. This study takes the short video insertion advertisement of the B-station APP as the research object, and studies the factors of content creation in the video insertion advertisement from the aspects of audience acceptance willingness and purchase behavior. This paper takes the UTAUT model as the theoretical basis for research, and simplifies and modifies it according to the UTAUT model, and becomes entertaining, creative, willing to accept and purchase behavior. The research method is a questionnaire method, which collects data and draws conclusions....