The Effect of Short Video Advertisements on Consumers' Purchase Intention

Abstract

With the rapid development of the Internet, short video advertisements, a new way of selling has appeared in the public's view. Some researchers have found that under this short video marketing mode, short video advertisements have a certain influence on consumers' purchase intention, however, the formation mechanism and influence range behind it still lack a unified explanation. This paper collects data is based on a social platform questionnaire published between November 20 and November 21, 2023, and uses the AIDA model to analyze the data and then investigate the relationship between short video ads and consumers' purchase intention. The research in this paper found that consumers more favor products with novel content, high cost-effectiveness and good reputation through short-video delivery, and consumers are more willing to pay for publicity; while the over-exaggerated publicity, clichéd content and too long time of short-video advertisements will have a negative impact on consumers' willingness to buy.