The Influence of Short Video Advertisements on Consumers' Purchase Intention

Abstract

With the rapid development of the Internet and the rise of mobile short videos, advertisers have turned their attention to online video advertising. Short video advertisements attract more and more companies to carry out marketing activities through mobile short videos due to their interactive, vivid and mandatory features. Short video advertisements have become the best choice for more companies, so when using short video advertisements to push out content, they should be more aware of each consumer's different purchase intentions. This article investigates the impact of short-video advertisements on consumers' purchase intentions using affective cognitive theory and cognitive mediation theory. The study found that the magnitude of short video bandwagon offers is large enough to make consumers think of taking advantage of them. The odds of purchasing are increased because of supporting a favorite anchor. Watching the same advertisement for a long time will leave a deep impression and increase the chance of purchase. In the era of big data, the database analyzes consumers and pushes products with a high probability of purchase. Finally, the article also gives some recommendations for advertisers and short-form video software providers based on the research.