抖音短视频营销对农旅产品用户购买意愿的影响研究

Research on the Influence of Douyin Short Video Marketing on the Purchase Intention of Agricultural Tourism Products

短视频营销无疑是当下最主要的营销趋势,本文以新疆特色农旅产品解忧公主香薰类产品为研究对象,研究其抖音短视频营销的影响因素,在SOR模型基础上构建分析框架,并据此提出研究假设,同时采用行为实验的方式对相关变量进行操纵。数据显示:在短视频内容营销中,功能性和娱乐性均对消费者购买意愿有显著正向影响,且功能性内容影响更突出;功能性内容侧重于增强用户对产品功能价值的感知激发其购买意愿;娱乐性内容主要通过影响用户感知情感价值刺激其购买意愿。

Short video marketing is undoubtedly one of the most prominent trends today.This paper focuses on the marketing of the Princess Jieyou aromatherapy products,a distinctive agricultural and tourism product from Xinjiang,to study the influencing factors of its marketing on Douyin(TikTok).Based on the SOR model,an analytical framework is constructed,research hypotheses are proposed,and behavioral experiments are conducted to manipulate the relevant variables.The data shows that both functionality and entertainment of short video content marketing have a significant positive impact on consumers’purchase intention,and the functional impact is stronger;Functional content mainly stimulates users’purchase intention by influencing users’perceived functional value,while entertainment content mainly stimulates users’purchase intention by influencing users’perceived emotional value.