The Influence Factors of Short Video Marketing on Consumer Purchasing Behavior and the Effective Suggestions

Tsinghua University, Beijing, 100084, China

^* Corresponding author: 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.