| Project Title: | Analysis of the Influencing Factors of Short Video Marketing on Social Media in China |
| Author: | Mr. Chang Jie |
| Advisor: | Assoc. Prof. Dr. Qiu Chao |
| Degree: | Master of Business Administration |
| Major: | International Business Management |
| Faculty: | Graduate Schools |
| Academic year: | 2022 |
| Url: Published: |
Conference Conference Proceedings National and International Academic Conference “Empowering Innovtion and Sustainability in the Next Normal” 27 November 2021 |
Citation
Chang, Jie. (2022). Analysis on the influencing factors of short video marketing on social media in China. (Master’s independent study). Bangkok: Siam University.
Abstract
This study aimed to improve users’ purchase intentions with the help of an analysis of perceived value and guide merchants to achieve effective short video marketing on social media. The research utilized the Stimulus-Organism-Response (S-O-R) classic model as the paradigm, and the methods used included quantitative and literary analysis. The results found that: 1) Perceived use value and perceived trust value had a positive effect on consumers’ purchase intentions, while the impact of perceived hedonic value was not evident; 2) Information, social interaction, and video content were important external stimuli for perceived use value and trust value factor. It was suggested that businesses strengthen social content operations, focus on video content marketing, and develop relationships with users’ lives that promote consumer purchases. Thus, a positive attitude toward short video marketing on social media could be found by analyzing the perceived value to improve the user’s purchase intention.
Keywords：short video, marketing, user purchase intention, perceived value, S-O-R model.
Analysis of the Influencing Factors of Short Video Marketing on Social Media in China
Master of Business Administration (International Program), Siam University, Bangkok, Thailand