美妆短视频植入广告对用户回避的影响因素及品牌营销策略研究

Factors Influencing User Ad Avoidance in Beauty Short Video Product Placement and Brand Marketing Strategies

摘要: 在美妆电商营销中，短视频植入广告是影响用户购买决策与转化率的关键触点。随着抖音等内容流平台成为美妆电商引流与品牌曝光的核心场景，广告回避行为直接制约了营销效率与商业回报。本研究聚焦美妆短视频植入广告场景，通过362份有效问卷的分析，系统探讨用户广告回避的表现特征、核心影响因素及其作用机制。研究发现：用户对美妆短视频植入广告存在显著的认知、情感与行为三维度回避；感知目标障碍、感知广告杂乱、先前负面经历与广告刺激强度是驱动回避的核心因素，其中感知目标障碍通过情感回避发挥部分中介作用，对回避行为的预测作用最强。年龄分层分析显示，19~35岁女性群体的回避倾向更显著。基于此，本研究从电商营销视角出发，为美妆品牌、平台方及内容创作者系统性地提出了降低广告回避、提升广告效能的策略建议。

Abstract: In beauty e-commerce marketing, short video product placement serves as a critical touchpoint influencing user purchase decisions and conversion rates. As content-stream platforms like Douyin have become central scenarios for traffic generation and brand exposure in beauty e-commerce, ad avoidance behavior directly constrains marketing efficiency and commercial returns. This study focuses on the context of beauty short video product placement. Through the analysis of 362 valid questionnaires, it systematically investigates the manifestations, core influencing factors, and underlying mechanisms of user ad avoidance. The findings indicate that users exhibit significant three-dimensional avoidance—cognitive, affective, and behavioral—towards beauty short video product placement. Perceived goal impediment, perceived advertising clutter, prior negative experiences, and advertising stimulus intensity were identified as core drivers of avoidance, with perceived goal impediment not only exerting the strongest direct predictive effect but also significantly influencing avoidance behavior through the mediation of affective avoidance. Age-stratified analysis revealed that women aged 19~35 demonstrated more significant avoidance tendencies. Based on these results, and from an e-commerce marketing perspective, this study proposes systematic strategic recommendations for beauty brands, platform operators, and content creators to reduce ad avoidance and enhance advertising effectiveness.