短视频营销对电商转化率影响研究

Study on the Impact of Short Video Marketing on E-Commerce Conversion Rate

摘要: 短视频营销已成为电商平台提升转化率的重要手段。通过短、快、具冲击力的内容，品牌能够在数秒内抓住用户注意力，激发消费欲望。同时，平台的算法推荐能够精准匹配潜在买家，提升曝光效率。本研究旨在探究短视频对电商转化率的具体影响机制，为电商企业优化营销策略提供实证参考。研究分析短视频营销的核心机制及其对电商转化的具体影响。结论表明，短视频通过可视化内容强化品牌认知、情感化场景激发购买意愿、算法推荐优化用户触达路径，三者协同作用显著推动电商转化率提升，是当前电商增长的高效驱动方式。

Abstract: Short video marketing has become an important means for e-commerce platforms to improve conversion rates. With short, concise and impactful content, brands can capture users’ attention and stimulate their consumption desire within seconds. Meanwhile, the platform’s algorithmic recommendations can accurately match potential buyers, enhancing the efficiency of exposure. This study aims to explore the specific impact mechanism of short videos on e-commerce conversion rates and provide empirical references for e-commerce enterprises to optimize their marketing strategies. The study analyzes the core mechanisms of short video marketing and its specific impacts on e-commerce conversion. The conclusions show that short videos enhance brand awareness through visual content, stimulate purchase intention through emotional scenarios, and optimize user reach paths through algorithmic recommendations. The synergistic effect of these three aspects significantly promotes the improvement of e-commerce conversion rates, making short video marketing an efficient driving force for current e-commerce growth.