Review of Research on E-commerce Short Videos

Abstract

Short videos are innovative video content created through simple and quick shooting and post-production using smart devices, allowing for instant publication and sharing on social media platforms. Although there are various definitions, short videos are typically considered to be limited to a few minutes in length, easily watchable, diverse in content form, and highly engaging for users. The short video e-commerce model revolves around consumers, utilizing the creation of short video content embedded with product information to synchronize the circulation of products and content, making it one of the primary business models. Its development can be divided into three stages, covering the processes of mutual integration between short video platforms and e-commerce platforms, rapid development, and deep integration. The operational models of short video e-commerce mainly include three forms: "short video + e-commerce," "e-commerce + short video," and "short video e-commerce platform," each with its own characteristics. E-commerce short videos use short videos as carriers to promote product information through content marketing. Users participate in purchase decisions by watching videos, liking, commenting, and other behaviors, representing a specific manifestation of the "short video + e-commerce" model. During the marketing process, users experience sequential transitions from the "viewing" scene to other scenes, with the characteristics of short video content playing an important role in influencing user purchasing decisions.