网络短视频对用户消费意愿的影响 【摘要】近年来，随着 4G 网络的普及，网络短视频蓬勃发展，同时也带动了国内电子商务。网络短视频作为音乐社交短视频软件，相比传统的购物网站和软件，能更便捷生动地向用户展示产品和服务。因此，如何让网络短视频更好地激发用户消费意愿日益成为一个值得探讨研究的问题。本文基于 S-O-R 模型以及线索利用理论，以及评论内容、网红影响力、软件功能因素，从情感相关线索和任务相关线索的角度构建网络短视频对用户消费意愿的影响模型，通过问卷调查进行数据收集，利用 Amos 进行数据分析。任务相关线索和情感相关线索、用户评论内容、网红影响力、软件功能均正向地影响用户的心理印象和感知诊断性, 进而促进用户的消费意愿。视频内容在用户评论内容对感知诊断性、在用户评论内容对心理印象、在任务信息对感知诊断性、在任务信息对心理印象起正向调节作用。本文中通过问卷调查, 验证了在网络短视频中任务因素、用户评论、软件功能以及网红影响力对用户消费意愿的影响和视频内容的调节作用。【关键词】网络短视频；S-O-R 理论；线索利用理论；用户消费意愿The Influence of Network Short Video on Consuming Willingness[Abstract]In recent years, with the popularization of 4G networks, short online video has flourished, and it has also driven domestic e-commerce. Network short video, as a social music short video software, can display products and services to users more conveniently and vividly than traditional shopping websites and software. Therefore, how to make online short video better stimulate users' willingness to consume has become an issue worthy of discussion and research. Based on the SOR model and clue utilization theory, as well as comment content, influence of celebrities, and software function factors, this paper builds a model of the impact of online short videos on users' consumption intentions from the perspective of emotion-related clues and task-related clues. , Using Amos for data analysis. Task-related clues and emotion-related clues, user comment cont...
