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

Abstract

[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.

Keywords

• consumer intention|short video|marketing|e-commerce|grounded theory