Research on the Effect of Short Beauty Videos on Audiences

: Along with the rise of new media industry, the influence effect of beauty review videos, as a branch of short video vertical, should not be underestimated. From the perspective of the influence effect on the audience, we take the short videos of beauty category assessment released in Little Red Book platform as the research object, and explore the influence effect of cognition, attitude and behavior based on the 5w communication theory of communication, and structure the four levels of subject, content, mode and audience of the communication process, and use questionnaire survey method, and conduct reliability analysis, descriptive analysis, SPSS26 software. The hypotheses were verified by SPSS26 software, ANOVA, and correlation analysis. The research results show that: the professionalism of the communication subject positively affects the communication effect; the proportion of images and the length of communication mode positively affect the communication effect; the young women among the communication audience are more likely to be influenced by short videos. The chaos in the self-media industry cannot be eradicated in a day or two, and there is a long way to go to solve these problems.


Introduction
In recent years, whether it is men or women, makeup has become one of the main behaviors of people's daily life, and cosmetics have also become the main force of people's daily consumption. [1] At the same time, the emergence of the Internet and the rapid development of the new media industry have brought social media into the eyes of the public, and people can more easily learn about the new beauty products and how to use them, anytime, anywhere. Under the background of the COVID-19, the development of new media has been accelerated, and the base of netizens who regard anchors and bloggers as their main business is soaring. [2] Taking the Little Red Book as an example, there are millions of people who have been evaluated by beauty alone. It can be seen that the number of audiences behind the short videos of beauty evaluation is huge.
Based on the characteristics of different personal colors of beauty assessment accounts, the audience can learn more targeted knowledge of skin care and beauty by continuously following a certain blogger whose skin type, skin color and aesthetics are similar to their own. [3] However, there are also many problems behind the rise of short videos on beauty evaluation: bloggers are attracted by the pure business model of brand marketing and massive advertising placement, regardless of the quality of the product; Bloggers lack professionalism, have low entry barriers, and do not understand the product ingredients, use methods and effects, which will affect the audience's viewing experience and purchase intention. [1] All these problems can all reflect that the current bottleneck in the development of short videos of beauty evaluation is related to the poor communication effect.
Therefore, in this research, taking Little Red Book APP as an example and according to each link of Lasswell's 5w communication model, the three dimensions of cognition, attitude and behavior are set as dependent variables, and the communication subject, the communication audience, the communication content and the communication mode are set as independent variables [4], and the influencing factors of the communication effect are further analyzed. Through the collection of questionnaires and the detailed analysis of the questionnaire results, the study of the impact of short videos of American reviews on the audience is particularly important to solve the problems faced by short videos of American reviews.

Data Analysis of the Impact of Short
Videos of Beauty Makeup on the Audience

Reliability Analysis
The reliability of the scale was analyzed to be able to verify the reliability of the data in this study, so the results of the reliability analysis of the total scale are shown in Table 1. The reliability analysis yielded an Alpha value of 0.934, which is a high reliability value, so it can be seen that the scales involved in the questionnaire of this study have a high stability and reliability.

Validity Analysis
The validity of the data of this study was considered by exploring factor analysis with KMO and Bartlett's test values. The KMO value >0.6 is suitable for exploratory factor analysis; Bartlett's sphericity test is to test whether the variables are independent of each other, and if sig. <0.05, then it is suitable for factor analysis, and the results of factor analysis in this study are shown in the Table 2. The analysis was performed by spss26 software, and the KMO value of this study was obtained as 0.921, which is greater than 0.9, and the test result showed significant Sig.=0.000 (p<0.01), indicating that this questionnaire has a high validity.

Demographics Basics
The statistical results of this survey questionnaire are shown in the Table 3.

The Basic Situation of Audience's Awareness of Beauty Evaluation Videos
In this questionnaire, the descriptive statistics for the audience's cognitive level are shown in the table, and the values have reference value, in which the average value of memory degree is 3.8, the average value of attention degree is 3.8107, and the average value of conscientiousness is 3.7679. From the above data comparison, we can conclude that the highest score is the attention degree, so the audience pays more attention to the short video of beauty assessment category, and thinks that the video has a strong the lowest score is seriousness, that is, the audience does not pay much attention to the short video, and it is mostly used for amusement and passing time.

The Basic Situation of Attitudes Towards Beauty
Evaluation Videos In this questionnaire, the descriptive statistics of audience attitudes are shown in the table, the mean value of clarity is 3.8214, the mean value of fondness is 3.8071, the mean value of authenticity is 3.6357, the mean value of exquisiteness is 3.8250, and the mean value of fun is 3.6929. By comparing the data, it can be seen that the highest score is exquisiteness, that is, the audience has a higher recognition of short videos with more exquisite picture production. The next highest score is the clarity, but the lowest is the authenticity.

The Basic Situation of People's Behavior Towards
Beauty Evaluation Videos In this questionnaire, the descriptive statistics of behavior are shown in the table, The mean value of purchase degree is 3.725, the mean value of choice degree is 3.6964, and the mean value of recommendation degree is 3.6893. According to the comparison of the above data, audiences are more likely to make purchase after watching beauty review videos, and the degree of choice degree is second only to purchase degree, audiences will choose the products recommended in the videos if they have shopping needs. But the willingness to recommend for friends and family is not high.

Analysis of Variance of Beauty Evaluation
Short Video Communication Effect

Results of ANOVA between Audiences and Dimensions at Different Age Stages
According to the Table 4, the results of ANOVA for the dimensions related to perceptions, attitudes, and behaviors of audiences of different ages show that Sig.=0.001<0.05 i.e., on the dimension of authenticity, there is a significant difference between 18-25 years old and 25-30 years old, and 18-25 years old perceive product information in short videos to be more authentic than 25-30 years old. Sig.=0.447<0.05i.e., in the choice of advertising-type copy, there is a significant difference between 18-25 years old and 25-30 years old, 25-30 years old are more likely to watch short videos with adbased copy than 18-25 years old.  According to the Table 5, the ANOVA results of the dimensions related to perceptions, attitudes and behaviors of the audiences of different occupations show that Sig.=0.038<0.05, i.e., in the dimension of attention, there is a significant difference between state enterprise workers and students and the attention of students is higher than that of enterprise workers, Sig.=0.019<0.05 between private enterprise workers and state enterprise workers, Sig.=0.039 < 0.05, i.e., in the dimension of clarity, there is a significant difference between state enterprise workers and private enterprise workers and the attention of private enterprise workers is higher than that of state enterprise workers. Sig.=0.039<0.05, i.e., in the dimension of clarity, there is a significant difference between SOE workers and private sector workers and the attention of SOE workers is higher than that of private sector workers.

Results of ANOVA between Audiences and
Dimensions at Different Income Levels According to the Table 6, the results of ANOVA for the dimensions related to perceptions, attitudes, and behaviors of audiences with different income levels show that Sig.=0.005<0.05 i.e., on the dimension of truthfulness, there is a significant difference between those with income levels of $5,000-10,000 and those with income levels of $3,000 or less, and those with income levels of $5,000-10,000 consider the product information in short videos to be more truthful than those with income levels of $3,000 or less. Sig.=0.002<0.05 i.e., on the dimension of recommendation, there is a significant difference between those with income levels of $5,000-10,000 and those with income levels of $3,000 or less, and those with income levels of $5,000-10,000 are more likely than those with income levels of $3,000 or less to recommend products to their family and close friends.

Correlation Analysis of the Effect of Short
Videos of Beauty Evaluation

The Characteristics of Communication Audience Groups Significantly Affect the Effect of Short Video Communication
In this study, the correlations between demographic characteristic variables and the communication effect of beauty assessment short videos were analyzed by spss26 software, and the statistical results are shown in the Table 7, which shows that there is a correlation between demographic characteristic variables for some dimensions of the communication effect of beauty assessment short videos.
In terms of cognitive effect, occupation (r=0.148, p<0.05) was positively correlated with memorability, meaning that students were more likely to be attracted when watching such short videos.
In terms of attitude effect, age (r=0.129, p<0.05), occupation (r=0.132, p<0.05), and monthly income (r=0.186, p<0.01) were positively correlated with trust in the authenticity of beauty assessment short videos, i.e., the older the age and the higher the monthly income of people working in companies, the more they believed in the authenticity of the content.
In terms of behavioral effects, age (r=0.188, p<0.01), occupation (r=0.138, p<0.05), and monthly income (r=0.152, p<0.05) were positively correlated with the degree of recommendation, i.e., the older and higher monthly income corporate workers were more willing to recommend the short video to their family and friends after watching it.

Video Length and Screen Ratio Significantly Affect the Effect of Short Video Dissemination
In this study, the correlation between the communication mode and the communication effect of beauty evaluation short videos was analyzed by spss26 software, and the statistical results are shown in the Table 8.
In terms of cognitive effect, the proportion of the screen (r=0.005, p<0.01) is positively correlated with the attention of watching beauty evaluation videos, i.e., the larger the screen occupies, the more the audience is attracted to it.
In terms of attitude effect, video length (r=-0.378, p<0.01) has a negative relationship with the attention of watching beauty evaluation videos, that is, the longer the video time is, the less the audience likes to watch it.
In terms of behavioral effects, there was a positive correlation between the screen ratio (r=0.198, p<0.01) and the attention of watching beauty review videos, i.e., the larger the communication screen occupied the cell phone screen, the more likely the audience would generate recommendation behavior.

Conclusion
According to the previous study, we can first see that the screen ratio and the length of communication can significantly affect the communication effect of short videos, the audience prefers horizontal screen and moderate length of short videos. Improper video ratio will make audiences feel uncomfortable in the process of watching and thus affect the video playback, while the video should be controlled within a certain market and the content should be concise and not too long. Secondly, according to the analysis results, the older and higher income audiences pay more attention to the authenticity of short video products and will recommend good products to people around them. Third, the professionalism of short video communication subject positively affects the communication effect. The homogenization and overcommercialization of short beauty videos will easily lead to the loss of fans in the long run. Sustainable development is very important, it is recommended to continue to produce professional original quality content.