Title:
The Impact of Short Video Advertisements on Consumers' Purchase Intention: A Case Study of China

Authors:
I-Ching Chen, Li-Qian Quan, China

Abstract:

With the widespread adoption of smartphones and the rapid development of the internet, short video platforms have grown rapidly in recent years, attracting significant attention from e-commerce merchants for their advertising potential. The large number of short video advertisements has led to visual fatigue among consumers. This study delves into the impact of short video advertisements on consumer purchase intentions in mainland China using the Critical Incident Technique. The findings reveal that the themes and narratives, moral values, functional orientation, content materials, and cost-performance ratio of short video advertisements significantly influence consumer purchase intentions. Based on the research findings, this study offers targeted suggestions for e-commerce merchants who use short video advertisements as a marketing strategy.

DOI: https://doi.org/10.51505/IJEBMR.2024.81214