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The Influence of Short Video on Consumer Consumption Behavior under the Perspective of Impulsive Consumption
- 1 Beijing Royal School
* Author to whom correspondence should be addressed.
Abstract
Nowadays, the rapid development of mobile media technology causes short videos to become one of the most useful media. Short videos not only provide interesting daily life sharing but also contain lots of product merchandising. This type of merchandising always makes people appear the impulse consumption behavior. Therefore, we started researching the effect short videos have on consumers' consumption behavior under the impulsive consumption perspective. Based on this article, we give a detailed concept explanation of impulsive consumption, merchandising, and the SOR model we used in the following research. Besides, we also define the “short videos”. Then, we analyze the reasons short videos stimulate people's impulse consumption behavior using the SOR method, the factors that affect consumers’ consumption behavior, and the situational factors that affect consumers’ behavior. We compare the difference between offline stores’ promoting strategies and online promoting strategies in short videos, and analyze the cause of those factors using the SOR model. As a consequence, we find out that those factors we listed can explain the influence short videos bring to consumer consumption behavior.
Keywords
Impulse consumption, short videos, consumption behavior
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Cite this article
Wang,R. (2024). The Influence of Short Video on Consumer Consumption Behavior under the Perspective of Impulsive Consumption. Advances in Economics, Management and Political Sciences,74,216-220.
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The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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Volume title: Proceedings of the 3rd International Conference on Business and Policy Studies
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