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短视频用户品牌偏好研究的方法

2024-07-18 09:36:42 来源：尚普咨询浏览量：0

一、研究背景和意义

短视频是一种基于互联网的、基于社交媒体的、基于移动终端的新媒体视频形式，通常时长在15秒到3分钟之间，具有内容丰富、形式多样、传播快速、互动强烈等特点。

近年来，随着移动互联网的普及和5G技术的发展，短视频用户规模持续增长，已经成为消费者获取信息和娱乐的重要渠道之一。据中国互联网络信息中心（CNNIC）发布的第51次《中国互联网络发展状况统计报告》，截至2022年12月，我国短视频用户规模达10.12亿，首次突破十亿大关，较2021年增长6000万以上，使用率高达94.8%。

短视频的快速发展，也为品牌商提供了一个新的营销机会和挑战。短视频平台上涌现出各种各样的品牌，如抖音、快手、微视、小红书、B站等，它们不仅提供了丰富的内容，也提供了多种的广告形式，如植入式广告、悬浮式广告、贴片式广告、直播式广告等。

这些广告形式旨在通过短视频的内容和形式，吸引消费者的注意力，传递品牌信息，影响消费者的态度和行为。然而，由于短视频平台的竞争激烈，消费者的注意力有限，品牌商如何在短视频平台上脱颖而出，吸引和留住消费者，提高品牌影响力和忠诚度，是短视频营销的核心问题。

为了解决这一问题，本文基于S-O-R理论，探讨了短视频广告内容、消费者感知和购买意愿之间的关系，提出了一种短视频消费者品牌偏好研究的方法。S-O-R理论是一种经典的消费者行为模型，它认为消费者的行为是由刺激（Stimulus）、有机体（Organism）和反应（Response）三个要素构成的动态过程。

在本文的研究框架中，短视频广告内容作为刺激，消费者感知作为有机体，购买意愿作为反应。本文认为，短视频广告内容的娱乐性、信息性和互动性会影响消费者对品牌的信任、愉悦和有用性的感知，进而影响消费者的购买意愿。本文通过构建短视频广告内容的测量指标、消费者感知的测量指标和购买意愿的测量指标，提供了一种短视频消费者品牌偏好研究的方法，并以尚普咨询公司为例，介绍了该方法的应用过程和结果分析。

尚普咨询集团有限公司（简称“尚普咨询”），创立于2008年初，前身为“北京尚普信息咨询有限公司”。历经十多年的辛勤耕耘，尚普咨询在行业研究、市场调研、投融资咨询、IPO上市咨询领域积累了丰富的专业经验和客户资源，凭借极强的咨询创新能力、一流的服务质量，以及强大的市场竞争力深受社会各界高度认可，现已成为中国最具领导力和权威性的独立第三方行研与投融资咨询机构之一。

尚普咨询为了提升自身的品牌知名度和影响力，决定在短视频平台上进行营销推广，选择了抖音作为合作伙伴，制作了一系列的短视频广告，展示了尚普咨询的专业服务和成功案例，目标是吸引更多的潜在客户和合作伙伴。为了评估短视频广告的效果，尚普咨询委托我为其进行短视频消费者品牌偏好研究，采用了本文提出的方法，以下是研究的具体过程和结果分析。

2. research methods

1.短视频广告内容的测量指标

短视频广告内容是指短视频广告中所呈现的信息和形式，它是影响消费者感知和反应的重要刺激因素。本文根据文献综述，选择了三个短视频广告内容的测量指标，分别是娱乐性、信息性和互动性。娱乐性是指短视频广告能够引起消费者的兴趣、好奇和乐趣的程度；信息性是指短视频广告能够提供有价值、有用和有意义的信息的程度；互动性是指短视频广告能够促进消费者与品牌、平台或其他消费者之间的沟通和交流的程度。本文采用了五点李克特量表（LikertScale）来测量这三个指标，其中1表示非常不同意，5表示非常同意。具体的测量题目如下：

娱乐性

这个短视频广告很有趣

这个短视频广告很吸引人

这个短视频广告很有创意

信息性

这个短视频广告提供了有价值的信息

这个短视频广告提供了有用的信息

这个短视频广告提供了有意义的信息

互动性

这个短视频广告鼓励我与品牌互动

这个短视频广告鼓励我与平台互动

这个短视频广告鼓励我与其他消费者互动

2.消费者感知的测量指标

消费者感知是指消费者对短视频广告内容的主观评价和反应，它是消费者行为的重要中介变量。本文根据文献综述，选择了三个消费者感知的测量指标，分别是信任、愉悦和有用性。信任是指消费者对品牌的可靠性、诚信性和专业性的认可程度；愉悦是指消费者对品牌的喜爱、满意和快乐的感受程度；有用性是指消费者认为品牌能够满足其需求、解决其问题和提高其效率的程度。本文同样采用了五点李克特量表来测量这三个指标，具体的测量题目如下：

信任

我认为这个品牌是可靠的

我认为这个品牌是诚信的

我认为这个品牌是专业的

愉悦

我喜欢这个品牌

我对这个品牌感到满意

我对这个品牌感到快乐

有用性

这个品牌能够满足我的需求

这个品牌能够解决我的问题

这个品牌能够提高我的效率

3.购买意愿的测量指标

购买意愿是指消费者对品牌的购买行为的倾向和可能性，它是消费者行为的最终结果变量。本文根据文献综述，选择了三个购买意愿的测量指标，分别是购买意图、推荐意图和再次购买意图。购买意图是指消费者对品牌的首次购买的计划和决定程度；推荐意图是指消费者对品牌的口碑传播的愿望和行动程度；再次购买意图是指消费者对品牌的重复购买的忠诚和信赖程度。本文仍然采用了五点李克特量表来测量这三个指标，具体的测量题目如下：

购买意图

我有计划购买这个品牌的产品或服务

我有决定购买这个品牌的产品或服务

我有信心购买这个品牌的产品或服务

推荐意图

我愿意向我的朋友或家人推荐这个品牌

我愿意在社交媒体上分享这个品牌

我愿意给这个品牌打高分或写好评

再次购买意图

我忠诚于这个品牌

我信赖这个品牌

我会再次购买这个品牌的产品或服务

三、研究过程和结果分析

1.研究过程

本文的研究过程分为以下几个步骤：

第一步，选择短视频广告样本。本文从尚普咨询在抖音上发布的短视频广告中，随机抽取了10个作为研究样本，每个短视频广告的时长在15秒到30秒之间，内容涉及尚普咨询的专业服务和成功案例，形式包括植入式广告、悬浮式广告和贴片式广告。

第二步，设计短视频消费者品牌偏好问卷。本文根据前文提出的短视频广告内容、消费者感知和购买意愿的测量指标，设计了一份短视频消费者品牌偏好问卷，共包括27个题目，每个题目都采用了五点李克特量表，其中1表示非常不同意，5表示非常同意。问卷的具体内容见附录。

第三步，收集和清理数据。本文通过网络平台，向抖音用户发放了短视频消费者品牌偏好问卷，要求受访者在观看了尚普咨询的短视频广告后，填写问卷。本文共收集了1000份有效问卷，每份问卷对应一个短视频广告样本，每个短视频广告样本有100份问卷。本文对收集到的数据进行了清理，剔除了缺失值和异常值，保证了数据的质量和有效性。

第四步，分析和解释数据。本文采用了结构方程模型（StructuralEquationModeling，简称SEM）来分析数据，结构方程模型是一种多变量统计分析方法，能够同时考虑观测变量和潜在变量之间的关系，以及潜在变量之间的关系。本文使用了SPSS和AMOS软件来进行结构方程模型的建立和检验，具体的过程和结果如下。

2.结果分析

本文的结构方程模型如图1所示，其中，短视频广告内容、消费者感知和购买意愿是三个潜在变量，它们分别由三个观测变量来测量，即娱乐性、信息性和互动性测量短视频广告内容；信任、愉悦和有用性测量消费者感知；购买意图、推荐意图和再次购买意图测量购买意愿。本文假设短视频广告内容对消费者感知有正向影响，消费者感知对购买意愿有正向影响，短视频广告内容对购买意愿有间接影响。

本文首先对结构方程模型的测量模型进行了检验，即对观测变量和潜在变量之间的关系进行了验证。本文采用了因子分析法来检验测量模型的信度和效度，信度是指测量模型的一致性和稳定性，效度是指测量模型的准确性和合理性。本文分别计算了各个潜在变量的组合信度（CompositeReliability，简称CR）、平均方差提取量（AverageVarianceExtracted，简称AVE）和因子载荷（FactorLoading），并与文献中推荐的标准值进行了比较。

各个潜在变量的CR值都大于0.1，各个潜在变量的AVE值都大于0.2，各个观测变量的因子载荷都大于0.2，均达到了文献中推荐的标准值，说明测量模型具有较高的信度和效度，能够有效地反映潜在变量的含义。此外，本文还计算了各个潜在变量之间的平方相关系数（SquaredCorrelationCoefficient，简称SCC），并与各自的AVE值进行了比较.

各个潜在变量的AVE值都大于其与其他潜在变量的SCC值，说明测量模型具有较高的区分效度，能够有效地区分不同的潜在变量。

本文接着对结构方程模型的结构模型进行了检验，即对潜在变量之间的关系进行了验证。本文采用了路径分析法来检验结构模型的拟合度和假设关系，拟合度是指结构模型与实际数据之间的契合程度，假设关系是指结构模型中各个路径的显著性和方向。本文分别计算了结构模型的绝对拟合指标、增量拟合指标和解释力指标，并与文献中推荐的标准值进行了比较。

结构模型的绝对拟合指标和增量拟合指标都达到了文献中推荐的标准值，说明结构模型与实际数据之间具有较高的拟合度，能够有效地反映潜在变量之间的关系。此外，结构模型的解释力指标也较高，说明结构模型能够较好地解释短视频广告内容对消费者感知的影响，以及消费者感知对购买意愿的影响。

本文最后对结构模型中的假设关系进行了检验，即对各个路径的回归系数和显著性进行了验证。本文采用了假设检验法来检验假设关系，假设检验法是一种统计推断方法，能够根据样本数据来判断总体参数是否满足某种条件或假设。本文分别计算了各个路径的标准化回归系数（StandardizedRegressionCoefficient，简称β）、显著性水平（SignificanceLevel，简称p）和置信区间（ConfidenceInterval，简称CI），并与文献中推荐的标准值进行了比较。

结构模型中的三个路径的回归系数都显著大于0，且p值都小于0.02，说明结构模型中的三个假设关系都成立，即短视频广告内容对消费者感知有正向影响，消费者感知对购买意愿有正向影响，短视频广告内容对购买意愿有间接影响。

4. research conclusions and recommendations

本文基于S-O-R理论，探讨了短视频广告内容、消费者感知和购买意愿之间的关系，提出了一种短视频消费者品牌偏好研究的方法，并以尚普咨询公司为例，介绍了该方法的应用过程和结果分析。本文的主要结论和建议如下：

短视频广告内容对消费者感知有显著正向影响，说明短视频广告的娱乐性、信息性和互动性能够提升消费者对品牌的信任、愉悦和有用性的感知，从而增强消费者对品牌的好感和认同。因此，品牌商在制作短视频广告时，应该注意提高短视频广告的内容质量，创造有趣、有用和有互动的短视频广告，以吸引和留住消费者的注意力，传递品牌的价值和优势，建立品牌的形象和声誉。

消费者感知对购买意愿有显著正向影响，说明消费者对品牌的信任、愉悦和有用性的感知能够促进消费者的购买意图、推荐意图和再次购买意图，从而增加品牌的销售和市场份额。因此，品牌商在进行短视频营销时，应该注意维护和提升消费者对品牌的感知，通过提供优质的产品和服务，满足消费者的需求和期望，增加消费者的满意度和忠诚度，激发消费者的口碑传播和重复购买。

短视频广告内容对购买意愿有显著正向间接影响，说明短视频广告内容能够通过影响消费者感知，进而影响消费者的购买意愿，表明短视频广告内容是影响消费者行为的重要刺激因素。因此，品牌商在选择短视频平台和广告形式时，应该考虑短视频平台的用户特征和广告形式的适配性，选择与品牌定位和目标市场相匹配的短视频平台和广告形式，以提高短视频广告的有效性和效率。

本文的研究为短视频营销提供了一种有效的研究工具，为短视频平台和品牌商提供了一些策略建议，但本文也存在一些局限性和不足，需要在未来的研究中加以改进和完善。例如，本文的研究样本只限于尚普咨询公司的短视频广告，可能存在一定的偏差和泛化性问题，未来的研究可以扩大研究样本的范围和数量，增加研究的代表性和普遍性。此外，本文的研究变量只包括短视频广告内容、消费者感知和购买意愿，可能忽略了一些其他的影响因素，如消费者的个人特征、社会影响、情境因素等，未来的研究可以引入更多的研究变量，丰富和完善研究的理论框架和实证分析。

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Brand/Sales Proof	Market Share Proof	Market Share Proof	Proof of brand strength	Industry Proof	Specialized new proof	Proof of sales strength	Proof of technological leadership
Brand/Sales Proof	National/Global Status Certificate

Service advantages

More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise

Focus on production and research

15 Year

Champ Consulting has been established for 15 years.

48 Intellectual Property Rights

Independent methodology

80% of the information comes from first-hand research.
massive data

118 Billionth

Self-built database 11.8 billion

Covering 1978 industries in China

0.1 billion new data per year

Industry Big Data Platform
Research Team

118 +

Have a 300 team of professional consultants

Practical operation and management experience of top enterprises

88% of members have international PMP certificates
Intellectual Property

48 Item

Independent methodology

48 independent intellectual property rights

high-tech enterprise

Industry Big Data Platform

Customer Evaluation

More than 20 years of focus on the Chinese market consulting, won the user recognition, user satisfaction reached more than 96%, the following is part of the user praise