短视频营销对消费者购买意愿的影响研究——感知信任的中介作用

The Influence Research of Short Video Marketing on Consumers’ Purchase Intention—The Mediating Role of Perceived Trust

摘要: 在互联网时代，短视频电商逐渐成为消费者的购物渠道。为了探究短视频营销对消费者购买意愿的影响机制，本文基于信任传递理论，引入感知信任这一变量，构建了以短视频营销中的互动价值、信息价值、场域还原为自变量，以感知信任为中介变量，以消费者购买意愿为因变量的理论模型，并基于206份有效问卷数据进行结构方程模型检验。研究发现，短视频营销中的互动价值、信息价值和场域还原均正向影响感知信任和消费者购买意愿；感知信任也正向影响消费者购买意愿；感知信任在互动价值、信息价值和场域还原对消费者购买意愿的影响过程中均起中介作用。针对短视频营销对消费者购买意愿的影响路径和机制，给出创作者在进行短视频营销时的建议，来加强消费者的信任度，提高购买意愿。

Abstract: In the Internet era, short video e-commerce has gradually become a shopping channel for consumers. In order to explore the influence mechanism of short video marketing on consumers’ purchase intention, based on the transfer theory of trust, this paper introduces the variable of perceived trust and builds a theoretical model with interactive value, information value and scene restoration in short video marketing as independent variables, perceived trust as intermediary variable and consumers’ purchase intention as dependent variable. The structural equation model was tested based on 206 valid questionnaire data. The results show that the interactive value, information value and scene restoration in short video marketing have positive effects on perceived trust and consumers’ purchase intention. Perceived trust also positively influences consumers’ purchase intention. Perceived trust plays a mediating role in the influence of interaction value, information value and scene restoration on consumers’ purchase intention. In view of the influence path and mechanism of short video marketing on consumers’ purchase intention, this paper gives suggestions for creators to carry out short video marketing, so as to strengthen consumers’ trust and improve their purchase intention.