短视频营销中顾客意愿形成机制的概念模型构建

目的/意义]近年来,短视频平台成为电商营销的新阵地,研究短视频营销中顾客意愿的形成机制有助于促进营销者更好地制定营销策略,推动营销效果的提升。方法/过程]本研究基于扎根理论的方法,从短视频营销的营销者、消费者、第三方文献3个角度收集资料并进行编码,构建了短视频营销中顾客意愿形成机制的模型。结果/结论]本研究归纳了感官刺激、外界效应、认知因素、他人效应、情感因素、购买意愿、分享意愿7个副范畴,总结为外界刺激、心理效应、顾客意愿3个主范畴。研究发现,在短视频营销的情境下,对顾客的外部刺激催生了购买意愿和分享意愿,心理效应在外部刺激和顾客意愿的关系中起中介作用。同时,据此对短视频营销提出了相应的建议。

The Modeling of the Formation Mechanism of Consumer Intention in Short Video Marketing

Purpose/Significance] In recent years, short video marketing has become a new field of e-commerce, and the study on the formation mechanism of consumer intention in short video marketing will help marketers to better formulate marketing strategy and enhance marketing effect. Method/Process] The study takes the method of grounded theory. By collecting and encoding the data from the interview record of short video e-commerce marketing, consumers and the survey of the literature, we build a model of consumer intention in short video marketing.Results/Conclusions] This study summarizes seven sub-categories: sensory stimulation, external effect, cognitive factors, others' effect, emotional factor, purchase intention, and intention to share. Then researchers classify them into three areas: external stimulation, psychological effect and consumer intention. Results show that in the short video marketing situation, the external stimulation for consumers can promote a rise of the consumer intention and the intention to share, and the psychological effect plays an intermediary role in the relationship between consumer intention and external stimulation. At the same time, according to this model, we proposed corresponding suggestions on short video marketing.