Research on Influencing Factors and Optimization Strategies of Short-Video Marketing on Consumption Willingness

Abstract

With the rapid development of the Internet, short-video marketing has become a new trend. By virtue of its rich traffic, easy dissemination, high fun, and other characteristics, short videos comply with the highly informational life, cater to people's needs for fragmented entertainment and product information, and have become the preferred way for people to live, entertain, consume, and shop in the new era. Based on this, this paper combs and integrates the existing literature, and combines with the reality. By exploring the current situation of short-video marketing encountered by consumers and the consumption status under its influence, as well as the influencing factors of short-video marketing on consumers' purchase intention, it obtains samples through the way of issuing questionnaires on online and offline platforms, carries out factor analysis, difference analysis, and constructs a structural equation model to verify the hypothesis, analyze the marketing mode that consumers prefer, and the advantages and disadvantages of various short-video marketing.