Research on the influence of short video advertisement implantation on audience's purchase intention: Taking Douyin as an example

Pengxin Wu

doi:10.47297/wspciWSP2516-252704.20240801

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Research on the influence of short video advertisement implantation on audience's purchase intention: Taking Douyin as an example

Volume 8, Issue 1

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Research on the influence of short video advertisement implantation on audience's purchase intention: Taking Douyin as an example
School of Journalism and Communication, Communication University of Shanxi, Jinzhong Shanxi 030600, P.R. China
Vol. 8, Issue 1, Pages: 33-39(2024)
Published： 30 June 2024 ，
DOI：10.47297/wspciWSP2516-252704.20240801
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Wu Pengxin.Research on the influence of short video advertisement implantation on audience's purchase intention: Taking Douyin as an example[J].Creativity and Innovation,2024,08(01):33-39.
DOI：

Wu Pengxin.Research on the influence of short video advertisement implantation on audience's purchase intention: Taking Douyin as an example[J].Creativity and Innovation,2024,08(01):33-39. DOI： 10.47297/wspciWSP2516-252704.20240801.

摘要

Abstract

As one of the critical business models in the mobile Internet era

mobile short video advertising is facing more and more new challenges in in the context of market demand. In order to achieve sustainable development of the advertising industry and propose relevant improvement suggestions

this thesis takes short videos with advertisements implanted in Douyin as the research object. Through sorting out Douyin short videos and analyzing previous research in the field of fast video advertising

the impact of short video advertisement implantation on audience's purchase intention is studied. The theoretical basis of this study is the S-O-R(stimuli-organism-response) model. The factors that affect audience's purchase intention are user perception interactivity and virtual environment immersion

and the correlation of their influence on audience's purchase intention is explored by setting questionnaires. The research results indicate that the perceived interactivity and virtual environment immersion of short video advertising implantation are positively correlated with the audience's purchase intention.

关键词

Keywords

Short video advertisement implantationPurchase intention

references

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