Research Article
Impact of mobile short video marketing on consumers' psychological needs in the internet environment
@INPROCEEDINGS{10.4108/eai.15-3-2024.2346183, author={Yu Wang and Xiong Deng and Yanrui Jia and Liangying Wang}, title={Impact of mobile short video marketing on consumers' psychological needs in the internet environment}, proceedings={Proceedings of the 5th International Conference on E-Commerce and Internet Technology, ECIT 2024, March 15--17, 2024, Changsha, China}, publisher={EAI}, proceedings_a={ECIT}, year={2024}, month={5}, keywords={mobile short video short video marketing consumer psychology internet environment consumer needs}, doi={10.4108/eai.15-3-2024.2346183} }- Yu Wang
Xiong Deng
Yanrui Jia
Liangying Wang
Year: 2024
Impact of mobile short video marketing on consumers' psychological needs in the internet environment
ECIT
EAI
DOI: 10.4108/eai.15-3-2024.2346183
Abstract
Based on the mode and characteristics of mobile short video marketing, we analyze the influencing factors of consumers' psychological needs and derive four influencing dimensions of mobile short video, namely, content, publisher, scene and interaction. This paper takes consumers' psychological demand tendency as the dependent variable and short video content, publisher, scene and interaction as the independent variables to construct a model of the impact of mobile short video marketing on consumers' psychological demand. Four research hypotheses are proposed which are that original type of content, professionalism of publishers, authenticity of scenario, and high interactivity of mobile short videos positively influence consumers' psychological needs. The impact model and research hypotheses are verified by questionnaire survey and SPSS data analysis. Through model validation, the following results are obtained. The originality of mobile short video content can attract consumers' attention, and professionalism and influence of the publisher can increase consumers' purchase intention. Authenticity of the scene can increase consumers' sense of identity, and good interaction can promote consumers' sharing psychology.
