摘要
文章从消费者视角出发探究短视频内容营销对消费者购买意愿的影响。首先,本文基于SO-R模型和心流体验理论,探究在线心流体验在短视频内容营销和消费者购买意愿关系间的中介作用。其次,将不确定性规避引入短视频内容营销-在线心流体验-购买意愿模型之中,探究短视频内容营销的“边界”问题。通过对354位消费者采取问卷调研获取数据,实证分析短视频内容营销对消费者购买意愿的影响以及在线心流体验的中介作用和不确定性规避的调节作用。研究发现:(1)短视频内容营销功能性内容、娱乐性内容、互动性内容正向影响消费者购买意愿。(2)在线心流体验在短视频内容营销和消费者购买意愿之间起中介作用。(3)不确定性规避不仅负向调节在线心流体验对购买意愿的关系,还降低了在线心流体验中介作用。对短视频内容营销的研究不仅可以丰富短视频相关理论,还可以为商家进行短视频营销活动提供一定指导。
From the perspective of consumers, this paper explores the impact of short video marketing on consumers’ purchase intention. Firstly, based on S-O-R model and flow experience theory, the paper introduces online flow experience as an intermediary between short video marketing and consumers’ purchase intention, and explores its intermediary role. Secondly, uncertainty avoidance is introduced into the short video marketing-online flow experience-purchase intention model to explore the“boundary”of short video marketing. Through a questionnaire survey of 354 consumers to obtain data, it empirically analyzes the impact of short video content marketing on consumers’ purchase intention, as well as the mediating role of online flow experience and the regulatory role of uncertainty avoidance. The results show that:(1)the functional content, entertainment content and interactive content of short video marketing have a positive impact on consumers’ purchase intention.(2)Online streaming experience plays an intermediary role between short video marketing and consumers’ purchase intention.(3)Uncertainty avoidance not only negatively regulates the relationship between online flow experience and purchase intention, but also reduces the mediating effect of online flow experience. The research on short video marketing can not only enrich the relevant theories of short video, but also provide some guidance for businesses to carry out short video marketing activities.
作者
刘文霞
董银
Liu Wenxia;Dong Yin(School of Economics and Management,Shihezi University,Shihezi 832003,China)
出处
《新疆农垦经济》
2022年第4期71-81,共11页
Xinjiang State Farms Economy
基金
新疆生产建设兵团社会科学基金项目(项目编号:15YB07)
新疆维吾尔自治区普通高校文科基地重点项目(项目编号:XJEDU020113B02)
石河子大学高层次人才启动项目(项目编号:RCSK2018C18)。
关键词
短视频内容营销
在线心流体验
不确定性规避
购买意愿
short video marketing
online flow experience
uncertainty avoidance
purchase intention
