AI短视频场景下对营销的影响研究

Research on the Impact of AI Short Video Scenarios on Marketing

摘要: 随着移动互联网的快速发展，短视频已成为数字营销领域的重要载体。本文基于精细加工可能性模型(ELM)理论，构建短视频营销效果影响因素分析框架，以“哔哩哔哩动画”平台439条AI短视频为样本，通过内容策略编码分析、变量交互作用及OLS回归分析等方法展开研究。研究发现，在中心路径策略中，用户参与行为主要受社会、自我两类消息策略的影响；边缘策略路径下，视频无解说以及有信息交互的内容策略均能同时激发用户多维度的参与行为；字幕对用户部分参与行为的影响显著；视频时长以及标题样式为警示/感叹式对收藏行为具有显著正向影响；而拍摄视角以及视频的呈现方式与用户参与行为无关。本研究从营销传播视角揭示了短视频内容策略的作用机制，为优化AI短视频场景下对产品的营销提供了实证依据，建议营销者应重点强化信息可信度、设计交互式内容模块，并通过动态字幕和情感化标题提升营销信息的说服效果。

Abstract: With the rapid development of the mobile Internet, short videos have become an important carrier in the field of digital marketing. Based on the Elaboration Likelihood Model (ELM) theory, this paper constructs an analysis framework for the influencing factors of short video marketing effects. Taking 439 AI short videos on the “Bilibili Animation” platform as samples, the study is conducted through content strategy coding analysis, variable interaction, and OLS regression analysis. The research finds that in the central route strategy, user participation behavior is mainly influenced by two types of message strategies: social and self. Under the peripheral route strategy, both the content strategy of no video commentary and the content strategy with information interaction can simultaneously stimulate users’ multi-dimensional participation behavior. Subtitles have a significant impact on some user participation behaviors. Video duration and title style of warning/exclamation have a significant positive impact on the collection behavior. However, shooting perspective and video presentation method have no relation to user participation behavior. This study reveals the mechanism of the role of short video content strategies from the perspective of marketing communication, providing empirical evidence for optimizing product marketing in the AI short video scenario. It is suggested that marketers should focus on enhancing information credibility, designing interactive content modules, and improving the persuasive effect of marketing information through dynamic subtitles and emotional titles.