短视频营销对大学生购买行为的影响研究【摘要】移动营销已进入下半场——短视频。根据艾媒咨询数据，2018 年中国短视频用户规模达到 5.01 亿。根据 QuestMobile 短视频 2019 半年报告，用户规模超 8.2 亿，意味着 10 个移动互联网用户中有 7.2 个正在使用短视频产品。用户不仅在娱乐需求上得到满足，社交需求、购物需求也在不同程度上得到满足。这个新兴的大规模流量池，成了各广告主和平台方营销的新战场，影响着用户的消费方式。移动互联网时代的大部分营销方式都会大面积地影响到大学生群体的购买行为，尽管他们还不是大众眼中的经济独立人群，但移动端平台玩法层出不穷，大学生依靠线上各种玩法赚取收入已经不是新鲜事，其次他们是移动端消费的主力军。综上，除了平台自身的大数据反馈，实际调研大学生对短视频营销的倾向和偏好值得重视。本文将通过文献研究及问卷调查的方式了解短视频营销，同时，以本校学生为例，研究短视频营销对大学生群体的购买行为影响，从而分析什么短视频营销内容更容易为大学生所接受，为企业等内容方及平台经营提出适当建议。【关键词】短视频营销，大学生，购买行为Research on the Influence of Short Video Marketing on the Buying Behavior of College Students——Taking Guangdong Pharmaceutical University Zhongshan campus as an example[Abstract] Mobile marketing has entered the second half -- short video. According to iiMedia Research, China's short video users reached 501 million in 2018. According to QuestMobile's short video 2019 half-year report, users are over 820 million, meaning 7.2 of 10 mobile Internet users are using short video products. Users are not only satisfied in entertainment needs, social needs, shopping needs are also met to varying degrees. This new large-scale flow pool has also become a new battlefield for advertisers and platform marketing, affecting the way users consume.Most of the marketing methods in the era of mobile Internet will affect the buying behavior of college students in a large area. Although they are not the economically independ...
