【作者】 蔡小英；

【导师】 陈秋华；

【作者基本信息】 福建农林大学 ， 企业管理， 2023， 硕士

【摘要】 在互联网技术不断更新的冲击下,主流的营销方式也在不断变迁。现今,短视频营销逐渐成为各大企业推广品牌、抢夺市场的重要手段。短视频不仅满足了消费者碎片化阅读和娱乐需求,还有可能进一步影响到消费者的购买行为。相较于消费市场中的众多品类而言,美妆产品由于其生命周期短、审美变化趋势快等特点,与短视频营销模式契合度较高。在观看美妆类短视频的过程中,观看者不仅可以掌握相关美妆技巧,还能了解到当下的审美趋势、娱乐满足、价值认同等,短视频营销无疑会影响到消费者对于美妆产品的选择意向。短视频作为一种新媒体传播方式,不仅可以让人们获得更多关于美和美的信息,而且能够满足人们对社交网络的需求。那么短视频营销如何影响消费者美妆产品的购买意向这一话题值得我们探究。在此基础上,本文先对相关概念进行简要介绍,再对短视频营销、消费者的购买意愿进行相关文献梳理。发现在现有的文献中,大多集中在定性研究或过度依赖头部IP,而忽略短视频本身所带来的冲击。因此,本文以短视频自身作为主要研究切入点,对其展开了深层次探究,在一定程度上继承和拓展了已有的文献及理论。文章基于短视频营销中视频内容、视频场景、视频主体出发,将消费者的感知价值、信任倾向分别作为中介变量、调节变量,通过搭建一个“有调节的中介模型”,研究短视频营销对消费者美妆产品购买意愿的影响。通过问卷研究法搜集数据,再通过SPSS 26.0、Amos 26.0软件对搜集到的数据进行实证检验,结果发现:(1)短视频营销的三个维度(视频内容、视频场景和视频主体)对消费者美妆产品购买意愿有正向影响作用。(2)感知价值在短视频营销和消费者美妆产品购买意愿中起中介作用。(3)信任倾向正向调节了短视频营销与消费者美妆产品购买意愿之间的关系。(4)信任倾向正向调节了短视频营销与感知价值之间的关系。根据研究结论总结出,在互联网蓬勃发展的时代,美妆企业想要通过短视频平台来赢得观众的信任和青睐,首先短视频必须内容真实、信息丰富有价值、内容优良;其次在短视频场景搭建上,要充分利用背景音乐、文案等,抓住观众眼球;最后在视频主体上要选择丰富有经验且话题度较高的博主。更多还原

【Abstract】 With the development of mobile internet in recent years,key marketing methods are constantly being updated and changed.Today,short-form video marketing has become one of the main marketing methods used by local and international brands to capture the market.These marketing methods cater to consumers’ fragmented reading and entertainment needs and have an impact on their buying habits.There are a variety of categories in the consumer market,among which beauty products have a short life cycle and are vulnerable to the impact of aesthetic trends.Therefore,it needs to invest a large cost in marketing.Therefore,compared with other industries,historically,the beauty market has been at the forefront of marketing short videos,and short-form video platforms have also become important venues for advertisers of various beauty brands to run campaigns.By watching short beauty videos,consumers are not only learning skincare and beauty tips and best practices,familiarizing themselves with current aesthetic trends,and deriving psychological satisfaction from entertainment,but also seeking recognition.Undoubtedly,such marketing also influences consumers’ willingness to purchase beauty products.Therefore,the topic of how short video marketing affects consumers’ willingness to buy beauty products is worth discussing.Based on this,this study begins by reviewing the literature and theoretical research related to short-form video marketing and consumers’ willingness to purchase beauty products.This study first reviewed the literature and theoretical research related to short-form video marketing and consumers’ willingness to purchase beauty products,and found that the existing short-form video marketing literature relies too heavily on key intellectual property,ignoring the impact of short video itself.Therefore,the short video itself is regarded as the main entry point of the study for in-depth discussion,It recognizes the continuity and development of existing literature and theory.This paper starts with the content,scene and subject of short video marketing,and The study us perceived value as a surrogate variable and propensity score variables to examine their effects on consumer purchase intention and developed a "moderated mediation model".The quantitative research method is used in this paper,The data collected from the questionnaires were analyzed and hypothesis tested using SPSS 26.0 and Amos 26.0,and the following conclusions were drawn:(1)The three dimensions of short-form video marketing(communication content,communication scenarios and communication themes)have a positive impact on consumers’ desire to buy beauty products.(2)Perceived value plays an intermediary role in short video marketing and consumers’ willingness to buy beauty products.(3)Trust has a positive impact on the relationship between short video marketing and consumers’ willingness to purchase beauty products.(4)Trust propensity positively moderates the relationship between short video marketing and perceived value.Based on the findings,this paper makes recommendations for beauty companies,short video bloggers and short video platforms,respectively.In the Internet era,to win the attention and trust of the audience by using short video as the platform,We need to treat content like royalty,providing real and valuable information and high-quality content;using various technologies to create engaging experiences that capture users’ attention and shorten the psychological distance from them;and interacting frequently with fans to deepen emotional connections and increase their trust.更多还原