The Influence Factors of Short Video Marketing onConsumer Purchasing Behavior and the Effective
Suggestions
Yaping Zhao
Tsinghua University, Beijing, 100084 China
1344535755@qq.com
ABSTRACT. In recent years, with the rapid development of the Internet, the promotion and application of TikTok and other short video APPs have greatly
enriched people's life and ways of leisure. Many enterprises pay attention to the value of short video marketing, and short videos, as a type of commodity, have been used for marketing. All of these have promoted the continuous growth of short video marketing mode. However, at present, some enterprises or businesses are not clear about the impact of short video marketing on
consumers' purchasing behavior, which to a certain extent affects the utilization
of business resources and the sustainable and stable development of enterprises. This paper mainly analyzes the characteristics of short video marketing, studies
the the influence factors of short video marketing on consumer purchasing
behavior, and puts forward some effective suggestions. Conclusions can be drawn that short video marketing has the features of original content and a
combination of online and offline. One influence factor of the consumer purchasing behavior is the short video marketing platform availability and
function availability. Another one is the psychological distance between
consumers and short video marketing. Moreover, in order to improve the short video marketing effects, it is essential to make the personalized marketing
scheme based on consumer demands and improve the professional quality of short video bloggers. Additionally, there is a need to build a consumer value
common trust and strengthen the short video content management. Last but not
least, it is also important to focus on the interaction with consumers and
organize more diversified promotional activities.
Keywords: Short video marketing, Consumers, Purchasing behavior, Influencing factors.
1 Introduction
Short video is a way of Internet communication. With the expansion of mobile
terminal coverage and the improvement of network speed, short video platforms
represented by TikTok are favored by many people. Major businesses use the short
video platform to carry out marketing work, forming a short video marketing mode.
Short video platform has the characteristics of multiple users and heavy data traffic. Compared with traditional marketing methods, short video marketing method can
interact with consumers and improve consumers' participation and experience, thus
producing purchasing behavior. However, in specific practice, the effect of short
video marketing activities is different. Some products are popular with the public after
short video marketing, but some marketing effects are not satisfactory. This is
because some businesses do not have a clear understanding of the role and mechanismof short video marketing. They do not know which factors will have an important
impact on consumers' purchasing behavior, and they fail to make scientific use of
business resources, thereby affecting the sales volume of goods. In today's era, studying the influencing factors of short video marketing on consumers' purchasing
behavior and putting forward scientific and reasonable suggestions can provide an
improvement path for enterprises and businesses to carry out marketing activities, improve their competitive advantages, and further promote the development of short
video marketing. Therefore, it is necessary to study the influencing factors of short
video marketing on consumer purchase behavior, so as to provide reference for
related enterprises and businesses.
2 features of Short video marketing
2.1 The Pace of Fashion Led by the Original Content
At present, many short videos come from the original authors. These short videos are
loved by young people and have the characteristics of leading the fashion trend. For
example, a user recorded a short video with the caption "spiritual boy". With a unique
expression and rhythm, the video was liked by a lot of people. After dissemination, it
quickly became popular on the Internet and was imitated by short video users. In
addition, "diss him (pán t ā )", "grasp (ná ni ē )", and other expressions are used by
multiple users. Due to the interesting facial expressions, they become classic network
vocabulary. These fashionable languages have a great impact on the way users
express, and can reflect the huge influence of original works [1]. Therefore, enterprises and businesses pay attention to original content, transform web celebrities
into the styles popular with the public, and create more humorous content and hot
topics, thus laying a good foundation for short video marketing. Then, by making use
of the popularity of Internet celebrities to make an influence on products and
transforming consumers' attention and love of Internet celebrities to products, enterprises and businesses can thereby enhancing consumers’ consumption
awareness, and then produce purchase behavior. This marketing mode has obvious
advantages over traditional advertising. It is more acceptable to consumers and more
suitable for the social development in today's era.
2.2 Online and Offline Combination
Under the short video marketing mode, online and offline products are organically
combined, and the products that need marketing will be promoted through online
promotion and offline promotion. The integration of short video content and the
platform can not only improve the interaction between users and the platform, but
also enhance users' sense of participation and stimulate users' desire to buy [2]. At the
beginning, most TikTok short videos were directed and performed by the users
themselves. They transfer original works to the short video platforms such as TikTok, and attract the majority of users to watch, so that their videos can get more clicks and
likes, thus attracting more fans. With the increase of original works, and the
improvement of public attention, they will develop into a web celebrity. With the
wide application of short video software, many celebrities live broadcast on TikTok
and other short video platforms. They carry out various activities, create hot topics at
the present stage, and attract the attention of the majority of users, thus producing a
good publicity effect. In addition, short video marketing also has an offline promotion
mode. Through combining offline promotion activities, such as web celebrity
meetings, with online publicity, forming an online and offline interaction, and
constantly developing new materials, the short video marketing effect can be
improved.
3 The influence factors of short video marketing on consumer
purchasing behavior
3.1 Platform Availability and Function Availability of Short Video Marketing
In the process of short video marketing, both the platform availability and the
function availability will have an impact on consumers' purchasing behavior. However, the platform availability has a more significant impact, while the impact of
functional availability is relatively weak. First is the the impact of platformavailability. In the short video marketing, more consumers will be attracted by the
new technology and interactive forms. They take a strong interest, and then produce
the purchase behavior [3]. These are incomparable to offline shopping. Second is the
functional availability. According to the analysis of consumer purchase behavior, the
interesting availability of functions has a great impact. Consumers tend to be attracted
by the entertainment attribute of short videos. High-quality content and the humorous
style can promote consumers to produce purchase behavior. In addition, the means of
short video marketing are diverse. Through diversified promotion means, more
attention of consumers can be attracted. Besides, marketing bloggers can play more to
their own expertise to provide consumers with professional knowledge and practical
operation demonstration. This is easier to impress the consumer, and therefore
improve product sales. For example, the marketing blogger Li Jiaqi conducts
cosmetics marketing through short videos, and uses professional knowledge and
personal experience to provide professional explanation for consumers. As a result, the cosmetics he recommends attracts many consumers to buy. Finally is the social
availability. The impact of social availability on consumer buying behavior is less
obvious [4]. At the present stage, most consumers carry out social activities through
Wechat, QQ, etc. In short video marketing, the social settings are not prominent
enough, so the social attribute is not strong, and it has little impact on consumers.
3.2 The Psychological Distance Between Consumers and Short Video
Marketing
On the one side, availability can have a very significant impact on consumers' purchasing behavior through psychological distance. With the help of platformavailability, the psychological distance between consumers and short video marketing
can be shortened, thus bringing a positive impact on consumers' purchasing behavior. Through comprehensively displaying the marketing products and sharing the
shopping videos, consumers can directly see the product information and the
visualization of marketing products can be achieved. Moreover, the short video
blogger's interpretation and interaction with consumers help consumers accept this
way of marketing compeletly and then buy the product on the short video platform[5]. Compared with the platform availability, the influence of functional availability is
relatively weak. In the process of short video shopping, consumers will be attracted
by some price discounts, subsidies, and other activities. Professional product
introduction and highly interesting video content can also shorten the psychological
distance between consumers and short video marketing, and then lead consumers to
complete the product purchase on the short video platform. However, the impact of
social supply is not significant. Therefore, it can be seen that in short video marketing, consumers' do not have too much social demand. Therefore, social supply plays a less
significant role in narrowing the psychological distance between consumers and short
video marketing, and is less influential on consumers' purchase behavior.
On the other side, from the perspective of consumers, a certain psychological
distance will be produced when consumers perceive the supply of short video
marketing products. If the psychological distance becomes shorter, it means that
consumers' satisfaction with short video marketing is greater, and a high
corresponding acceptance degree will increase the probability of purchase behavior. If
the psychological distance becomes longer, it means that consumers' satisfaction with
short video marketing is lower. It is easy for consumers to produce resistance, thus
reducing the probability of purchase behavior [6]. Generally, when buying goods
through short videos, consumers will perceive the availability and supply fromvarious dimensions, such as the marketing content, commodity price, professionalism, and interactivity. These supply factors will bring different degrees of satisfaction to
consumers, resulting in a long or short psychological distance. The longer the
psychological distance is, the less the chance of buying behavior will be. In the
process of shopping, most consumers will seek the satisfaction of psychological
needs. When the psychological needs are maximized, consumers are more likely to
produce purchasing behavior. Therefore, when applying the short video marketing, enterprises and businessed need to clarify the factors affecting consumers' purchasing
behavior, grasp the different pain points of consumers' needs, and develop scientific
and reasonable marketing plans, thereby further improving the effectiveness of short
video marketing.
4 Advice for improving short video marketing effects
4.1 Setting up Personalized Marketing Plans According to Consumer Needs
By analyzing the influencing factors of short video marketing on consumers' purchase
behavior, it can be learned that the focuses of consumers are different in different
stages of the purchase process, and different consumers also have different needs. Therefore, to improve the effects of short video marketing, enterprises and businesses
need to set up personalized and diversified marketing programs for different stages, so
as to meet the needs of different consumers and improve the pertinence of marketing. In the process of formulating short video marketing programs, the most important
thing is to grasp the needs of the target consumer groups, and accurately select the
marketing content based on this basis. It is also essential to establish the
corresponding incentive mechanism and stimulate consumers to buy. Therefore, it can
be seen that the demand of target consumer groups is the core of short video
marketing, and the arranged marketing scenarios and marketing forms used should be
built based on this core content [7]. In the process of construction, enterprises and
businesses can make full use of artificial intelligence technology, big data technology, etc., digging deep into the purchase demand of the target consumer group, designing
the scene of marketing, and putting it timely into the short video, so as to attract the
attention of consumers, and effectively improve the sales of goods as well as the
purchasing power of consumers.
4.2 Improving the Professionalism of Short Video Bloggers
In short video marketing, there will be special bloggers to explain the marketing
products, including the product composition, appearance characteristics, using skills, and other content, so that consumers can have a full understanding of the products and
their interests in buying can be stimulated, thus producing purchasing behavior. Therefore, the professional level of short video bloggers is directly related to the
purchase behavior of consumers. Especially in the introduction of product ingredients
and using skills, there is a need to provide consumers with professional explanations
and guidance, so that consumers can have a good shopping experience. Therefore, enterprises and businesses should pay attention to the training of short video bloggers, strengthen and improve the specialization degree of bloggers [8]. In addition, short
video bloggers should establish the concept of lifelong learning, keep pace with the
times, actively improve their professional quality, establish a professional image in
front of consumers, shorten the psychological distance between short video marketing
and consumers, and then complete product sales, thus improving the effects of short
video marketing.
4.3 Building a Consumer Value Common Trust
With the rapid development of the Internet, more and more people go deep into all
levels of the Internet and use the Internet to carry out various work. However, the
Internet is virtual. When carrying out short video marketing work, enterprises should
build consumer value common trust, guide the values of consumers, promote the
purification of short video marketing environment, provide consumers with a good
short video shopping environment, and promote the benign development of short
video marketing. In addition, short video platforms should strictly standardize the
account registration and formulate corresponding mechanisms to avoid the emergence
of illegal accounts. The underlying algorithm should be used to recommend
high-quality short videos to the majority of consumers, and the commodity trading
link of the short video platform should be improved, so as to reassure consumers of
the security of short video shopping.
4.4 Strengthening the Management of Short Video Content
In the context of short video marketing era, enterprises or businesses must pay
attention to short video content by strengthening the content management and creating
high-quality short videos with strong fun and useful ability to achieve marketing
success. First, the fun of short videos can be shown through the title and content. After investigating and researching, the title and content of the highly popular short
videos are mostly vivid and interesting, or with suspense, which can arouse users' curiosity, attract them to click and watch short videos, and increase the number of
likes of short videos. Secondly, the usefulness of the short videos is mainly shown
through the information in the short videos. By watching the short videos, consumers
can understand and judge the product, and then make the purchase decision [9]. Therefore, in the process of short video marketing, it is necessary to stand in the
perspective of consumers, and dig and refine the information useful to consumers on
the basis of clarifying consumer needs. It is also essential to interpret the
characteristics of the products, so that consumers can realize that the product
information is useful to themselves, thereby producing the purchase behavior. Finally, in short video marketing, the core that really causes consumers to buy is the content. Only by making useful short video content can the psychological distance between
short videos and consumers be shortened. Therefore, it is necessary to strengthen the
management of short video content, strictly standardize the production process of
short video content, clarify the person in charge, strengthen the audit and supervision
of short video content, and avoid the occurrence of false or illegal content
4.5 Focusing on Interacting with Consumers
In the short video marketing, we should pay attention to the interaction with
consumers and enhance their sense of experience. After releasing marketing videos, marketing subjects should pay close attention to the messages in the comments
section, and timely answer their doubts, so that consumers can feel that they are
valued and their sense of trust can be enhanced. At the same time, through the
interaction in the comment area, the marketing subjects can also timely understand the
actual needs of consumers, provide constructive opinions and suggestions for
consumers in the interaction process, and make consumers to be more trustful and
loyal to the short video marketing, so as to guide consumers to make the purchase
decision [10]. In addition, the short video bloggers should also give full play to their
own guiding role. In the process of commodity marketing, short video bloggers
should attract the attention of consumers through various ways of interaction, such as
replying their messages and sending them hongbao. They also need to actively guide
the topic to encourage more consumers to participate in the whole process and
experience the product, thus improving the effectiveness of short video marketing.
4.6 Organizing and Carrying out Diversified Promotional Activities
When carrying out short video marketing, all enterprises and businesses should
consider the current situation of their own development, formulate a scientific and
reasonable pricing system, and use diversified price means to stimulate consumers' desire to buy. Price has always been an important concern for consumers, and most
consumers are sensitive to price. Therefore, when carrying out short video marketing, enterprises should choose reasonable promotional means, and organize various forms
of promotional activities. Promotional activities can mobilize the initiative and
enthusiasm of consumers to make them buy and consume. In addition, enterprises
should reasonably determine the commodity prices according to the economic
conditions of the target consumer groups, so as to reduce the economic pressure of
consumers, improve consumers' desire to buy, and enable them to buy cost-effective
goods.
5 Conclusion
To sum up, short video marketing is currently a popular marketing mode, which is
favored by many consumers, and it has also become one of the strategic marketing
methods for most enterprises. The platform availability and function availability of
short video marketing and consumer psychological distance will have an important
impact on consumers' purchasing behavior. When enterprises and businesses use short
videos for marketing, they need to set up personalized marketing programs according
to consumer needs, build mutual trust of consumer value, pay attention to interaction
with consumers, and strengthen short video content management to improve
consumers' trust and loyalty, so that the marketing effects can be further improved. However, it should be noted that the methods of short video marketing for different
regions and age groups are different, and the marketing effects are also different. In
future research, these factors can be used as variable factors to find the best way of
marketing for related enterprises.
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