An analysis of how video advertising factors influence consumers' impulse purchase intentions — In the context of short-form video

Sammanfattning: Online shopping is gradually becoming a daily behavior in people's lives, and advertising marketing methods based on short videos are also playing an increasingly important role in this trend. Different from pictures and texts, it combines sound and picture, is easy to spread, and contains a lot of information, which conforms to people's habit of using fragmented information. In this case, users are more likely to carry out impulsive consumption. This paper focuses on the study of short video advertisements on social media. Based on the theory of the stimulus-organism-response model, this paper determines the theoretical framework of the study. Short video advertisements are defined as "stimulus", the emotional process of the audience after watching the advertisement is defined as "organism", and the impulsive purchase intention of the user is defined as "response". Then, a study was conducted on the correlation between short video advertisements, audience emotional response and impulse purchase intention. The literature research method, questionnaire survey method, empirical research method and quantitative analysis method were used to select scales according to certain rules, and questionnaires were edited and written according to requirements. Online and offline sampling was adopted for the questionnaire survey, and 310 valid questionnaires were collected. The quantitative analysis method was used to analyze the data, and the corresponding conclusions were drawn as follows: the informational content of short video advertisements, virtual touch, the interaction of user comments under videos and product discount information can all positively affect the emotional experience of the audience, and the emotional experience of the audience plays an intermediary role. Based on the conclusions, this paper proposes the following enlightenments: For product marketers, on the basis of clear goal orientation, they should analyze audience needs, customize advertising content to highlight the highlights of products, timely display product information, and show the use experience of products in videos, so that users can understand and feel the functions and characteristics of products in an immersive way. At the same time, content participation and user interaction should be enhanced. For example, marketers should properly manage and guide users to share positive product experiences under short videos, and properly conduct official interactions to increase brand affinity and thus increase users' desire to purchase specific products.