The Influence of Short Video Advertisements on Consumers' Purchase Intention

Abstract

With the rapid development of the Internet and the rise of mobile short videos, advertisers have turned their attention to online video advertising. Short video advertisements attract more and more companies to carry out marketing activities through mobile short videos due to their interactive, vivid and mandatory features. Short video advertisements have become the best choice for more companies, so when using short video advertisements to push out content, they should be more aware of each consumer's different purchase intentions. This article investigates the impact of short-video advertisements on consumers' purchase intentions using affective cognitive theory and cognitive mediation theory. The study found that the magnitude of short video bandwagon offers is large enough to make consumers think of taking advantage of them. The odds of purchasing are increased because of supporting a favorite anchor. Watching the same advertisement for a long time will leave a deep impression and increase the chance of purchase. In the era of big data, the database analyzes consumers and pushes products with a high probability of purchase. Finally, the article also gives some recommendations for advertisers and short-form video software providers based on the research.

Consumer behavior based on the SOR model: How do short video advertisements affect furniture consumers’ purchase intentions?

“…To maintain a competitive edge in the marketplace and cater to consumer demand for various types of furniture, understanding consumer needs and consumption influences has become particularly crucial (Burnsed and Hodges 2014). Various studies have confirmed that consumers' attitudes towards short video advertisements impact their purchase intentions (Yang et al 2017;Sheng et al 2022;Dou and Zhang 2023). Researchers have examined the diverse factors that consumers consider when purchasing furniture, including product type, price, brand, quality, and features (Burnsed and Hodges 2014).…”