种草类短视频对消费者购买意愿的影响机制

The Mechanisms of Influencing Consumers’ Purchase Intention through Recommendation Short Videos

随着数字化营销时代的到来,一种社交链接与新媒体技术相结合的营销手段——“种草”得到了广泛应用。短视频平台的迅速发展,社交媒体短视频愈发成为了“种草”依托的关键媒介。结合S-O-R框架,对种草类短视频对消费者购买意愿的影响机制进行研究。研究结果表明:种草类短视频的有用性、易用性、原生性和社交性对用户的情感唤起具有显著的正向影响;同时,情感唤起在有用性、原生性和社交性对购买意愿的影响过程中起到了中介作用。

With the approach of the digital marketing era,a marketing technique combining social connections and new media technology known as“recommendation marketing”has been widely utilized.The rapid development of short video platforms has made short videos of social media an essential medium for recommendation marketing.This study in-vestigates the mechanisms by which short videos influence consumers’purchase desire using the S-O-R(Stimulus-Or-ganism-Response)framework.The research findings indicate that the usefulness,ease of use,nativeness,and social as-pects of recommendation short videos significantly and positively influence users’emotional arousal.Additionally,emo-tional arousal mediates the impact of usefulness,nativeness,and social aspects on purchase desire.