短视频内容营销对食品购买意愿的影响研究:以情绪为调节变量

The Influence of Short Video Content on Food Purchase Intention:Using Emotions as the Moderating Variable

数字媒体时代,用户逐渐从被动接受信息转向主动获取信息,决策机制、内容营销的路径和思维都已经发生悄然改变。短视频创作内容缺乏新颖性、企业价值认知不充分、平台监测机制不清晰等问题也随之显现。基于SOR模型构建短视频内容营销对食品购买意愿的影响模型,开展问卷调查并进行实证分析。分析结果表明,产品因素、情景因素、感知风险、感知价值、感知愉悦性对食品购买意愿具有显著性影响,感知风险、感知价值和感知愉悦性在情景因素对食品购买意愿的影响中发挥中介作用,情绪在情景因素对食品购买意愿的影响中发挥调节作用。基于研究结论提出如下建议:充分利用传播媒介,持续输出优质短视频内容;把握消费者诉求,精准输出个性化短视频内容;完善产品质量把控,提升消费者感知;把握消费者情绪,激发潜在需求;创作情感标签鲜明的短视频,激发情感共鸣。

In the age of digital media,users are shifting from passive information reception to active information searching,and the decision-making mechanism,the path and logic of information marketing are also changing quietly.Against this backdrop,there emerged many problems concerning the short video creation,such as lack of novelty in the content,insufficient recognition of enterprise value,and unclearness of the platform monitoring mechanism etc.With the help of SOR model,the current study constructed an influence model of short video content marketing on food purchase intention and conducted an empirical analysis based on questionnaire surveys.The result shows that products,situational factors,perceived risk,perceived value and perceived pleasure have significant effects on food purchase intention;and the combination of perceived risk,perceived value and perceived pleasure plays a mediating role in the influence of situational factors on food purchase intention,and emotions,a moderating role.Finally,based on the research conclusions,the following suggestions are put forward:fully utilize the media to output short videos with high-quality content;understand consumers'demands to produce personalized short videos;strengthen the quality control to improve consumers'experience;grasp consumers'emotions to stimulate the latent demand;create short videos with distinct emotional tags to inspire emotional resonance.