Exploring the Influence of Video Forms on Consumer Behavior

Abstract

At present, e-commerce platform has become the main channel for people to shop, which has produced great economic value. Among them, consumer behavior is the key factor to improve the economic effect of e-commerce platform, and short video marketing, as an important marketing method to promote consumers' consumption at present, has a significant influence on consumers' consumption behavior. In the new era, people have become more and more inclined to watch videos to get information or relax themselves. However, the massive information makes attention become the scarcest resource in this era, and short video applications led by Tik Tok stand out. This article takes unboxing evaluation short videos as the research object, and conducts empirical analysis on the four dimensions of short video content marketing, namely informative content, authentic content, interesting content, and emotional content, with trust and perceived value as mediating variables, and consumer purchase intention as dependent variables. The results showed that the marketing dimension of evaluation based short video content had a direct impact on purchase intention, with trust and perceived value playing a partial mediating role between the two.