1. research background and significance

Short video is a new media video form based on the Internet, based on social media, and based on mobile terminals. It usually lasts between 15 seconds and 3 minutes. It has the characteristics of rich content, diverse forms, fast transmission, and strong interaction.

In recent years, with the popularity of mobile Internet and the development of 5G technology, the scale of short video users has continued to grow, and it has become one of the important channels for consumers to obtain information and entertainment. According to the 51st Statistical Report on the Development of China's Internet released by the China Internet Network Information Center (CNNIC), as of December 2022, the number of short video users in my country has reached 1.012 billion billion, breaking through the billion mark for the first time, an increase of more than 60 million over 2021., The utilization rate is as high as 94.8.

The rapid development of short videos also provides brand owners with a new marketing opportunity and challenge. A variety of brands have emerged on short video platforms, such as Douyin, Kuaishou, Microvision, Little Red Riding Book, Station B, etc. They not only provide rich content, but also provide a variety of advertising forms, such as product placement Advertising, suspended advertising, patch advertising, live advertising, etc.

These advertising forms are designed to attract consumers' attention, convey brand information, and influence consumers' attitudes and behaviors through the content and form of short videos. However, due to the fierce competition of short video platforms and the limited attention of consumers, how brands stand out on short video platforms, attract and retain consumers, and improve brand influence and loyalty are the core issues of short video marketing.

In order to solve this problem, based on S-O-R theory, this paper discusses the relationship between short video advertising content, consumer perception and purchase intention, and proposes a method to study short video consumer brand preference. S-O-R theory is a classic model of consumer behavior, which holds that consumer behavior is a dynamic process consisting of three elements: stimulus (Stimulus), organism (Organism) and response (Response).

In the research framework of this paper, short video advertising content as a stimulus, consumer perception as an organism, purchase intention as a response. This paper holds that the entertainment, information and interaction of short video advertising content will affect consumers' perception of brand trust, pleasure and usefulness, and then affect consumers' willingness to buy. This paper provides a method of short video consumer brand preference research by constructing the measurement index of short video advertising content, the measurement index of consumer perception and the measurement index of purchase intention, and introduces the application process and result analysis of this method by taking Shangpu Consulting Company as an example.

Shangpu Consulting Group Co., Ltd. (hereinafter referred to as "Shangpu Consulting") was founded in early 2008, formerly known as "Beijing Shangpu Information Consulting Co., Ltd". After more than ten years of hard work, Shangpu Consulting has accumulated rich professional experience and customer resources in the fields of industry research, market research, investment and financing consulting, and IPO listing consulting. With strong consulting innovation capabilities, first-class service quality, and Strong market competitiveness is highly recognized by all sectors of society, and has now become one of the most leading and authoritative independent third-party research and investment and financing consulting institutions in China.

In order to enhance its brand awareness and influence, Shangpu Consulting decided to carry out marketing promotion on the short video platform, chose Douyin as a partner, and produced a series of short video advertisements. it shows Shangpu Consulting's professional services and successful cases, with the goal of attracting more potential customers and partners. In order to evaluate the effect of short video advertising, Champ Consulting commissioned me to conduct a short video consumer brand preference study for it, using the method proposed in this paper, the following is the specific process and results analysis of the study.

2. research methods

1. Measurement of short video advertising content

Short video advertising content refers to the information and form presented in short video advertising, which is an important stimulus factor affecting consumer perception and response. Based on the literature review, this paper selects three measurement indicators of short video advertising content, namely, entertainment, information and interaction. Entertainment refers to the degree to which short video advertisements can arouse consumers' interest, curiosity and fun; informational refers to the degree to which short video advertisements can provide valuable, useful and meaningful information; interactivity refers to the degree to which short video advertisements can promote communication and communication between consumers and brands, platforms or other consumers. This paper adopts a five-point Likert scale (LikertScale) to measure these three indicators, where 1 indicates very disagreement and 5 indicates very agreement. Specific measurement topics are as follows:

Entertainment

This short video ad is interesting

This short video ad is very attractive

This short video ad is very creative

Informational

This short video ad provides valuable information

This short video ad provides useful information

This short video ad provides meaningful information

interactivity

This short video ad encourages me to interact with the brand

This short video ad encourages me to interact with the platform

This short video ad encourages me to interact with other consumers

2. Measures of consumer perception

Consumer perception refers to the subjective evaluation and response of consumers to the content of short video advertising, which is an important intermediary variable of consumer behavior. Based on the literature review, this paper selects three measures of consumer perception, namely, trust, pleasure and usefulness. Trust refers to the degree of consumer recognition of the reliability, integrity and professionalism of the brand; pleasure refers to the degree of consumer love, satisfaction and happiness of the brand; usefulness refers to the degree to which consumers believe that the brand can meet their needs, solve their problems and improve their efficiency. This paper also uses a five-point Likert scale to measure these three indicators, the specific measurement topics are as follows:

Trust

I think this brand is reliable

I think this brand is honest

I think this brand is professional

Pleasure

I like this brand

I am satisfied with this brand

I am happy with this brand.

Usefulness

This brand can meet my needs

This brand can solve my problem

This brand can improve my efficiency

3. Measures of willingness to buy

Purchase intention refers to the tendency and possibility of consumers to buy a brand, which is the final result variable of consumer behavior. Based on the literature review, this paper selects three measurement indicators of purchase intention, namely purchase intention, recommend intention and re-purchase intention. Purchase intention refers to the degree of consumer's plan and decision for the first purchase of the brand; recommend intention refers to the degree of consumer's desire and action for the brand's word-of-mouth communication; re-purchase intention refers to the degree of consumer's loyalty and trust in the brand's repeated purchase. This paper still uses a five-point Likert scale to measure these three indicators, the specific measurement topics are as follows:

purchase intention

I have plans to buy products or services of this brand

I have decided to buy a product or service of this brand

I am confident to buy a product or service of this brand

recommend intent

I would like to recommend this brand to my friends or family

I am willing to share this brand on social media

I am willing to give this brand a high score or write a good comment

Purchase Intention Again

I am loyal to this brand.

I trust this brand.

I will buy products or services of this brand again

3. research process and result analysis

1. Research Process

The research process of this paper is divided into the following steps:

The first step is to select a short video ad sample. In this paper, 10 short video advertisements published by Shangpu Consulting on the tremolo are randomly selected as research samples. Each short video advertisement lasts between 15 seconds and 30 seconds. The content involves Shangpu Consulting's professional services and successful cases, including product placement, suspended advertising and patch advertising.

The second step is to design a short video consumer brand preference questionnaire. Based on the measurement indicators of short video advertising content, consumer perception and purchase intention proposed earlier, this paper designs a short video consumer brand preference questionnaire, including 27 topics, each of which uses a five-point Likert scale, of which 1 indicates very disagreement and 5 indicates very agreement. The specific content of the questionnaire is shown in the appendix.

The third step is to collect and clean the data. In this paper, through the network platform, the short video consumer brand preference questionnaire was issued to the user, and the interviewees were asked to fill in the questionnaire after watching the short video advertisement of Champ Consulting. A total of 1000 valid questionnaires were collected, each corresponding to a short video advertising sample, and each short video advertising sample had 100 questionnaires. In this paper, the collected data are cleaned up, the missing values and abnormal values are eliminated, and the quality and validity of the data are ensured.

The fourth step is to analyze and interpret the data. In this paper, the structural equation model (StructuralEquationModeling, referred to as SEM) is used to analyze the data, the structural equation model is a multivariate statistical analysis method, which can consider the relationship between observed variables and latent variables, as well as the relationship between latent variables. In this paper, SPSS and AMOS software are used to establish and test the structural equation model, the specific process and results are as follows.

2. Result analysis

The structural equation model of this paper is shown in Figure 1, in which short video advertising content, consumer perception and purchase intention are three potential variables, which are measured by three observation variables, namely, entertainment, information and interactivity measure short video advertising content; trust, pleasure and usefulness measure consumer perception; purchase intention, recommend intention and re-purchase intention measure purchase intention. This paper assumes that short video advertising content has a positive effect on consumer perception, consumer perception has a positive effect on purchase intention, and short video advertising content has an indirect effect on purchase intention.

This paper first tests the measurement model of the structural equation model, that is, the relationship between observed variables and latent variables is verified. In this paper, factor analysis is used to test the reliability and validity of the measurement model. Reliability refers to the consistency and stability of the measurement model, and validity refers to the accuracy and rationality of the measurement model. In this paper, the combined confidence (CompositeReliability, CR), average variance extraction (AverageVarianceExtracted, AVE) and factor loading (FactorLoading) of each potential variable are calculated and compared with the standard values recommend in the literature.

The CR value of each latent variable is greater than 0.1, the AVE value of each latent variable is greater than 0.2, and the factor load of each observation variable is greater than 0.2, which reaches the standard value recommend in the literature, indicating that the measurement model has high reliability and validity, and can effectively reflect the meaning of the latent variable. In addition, the square correlation coefficient (SquaredCorrelationCoefficient, referred to as SCC) between the potential variables is calculated and compared with their respective AVE values.

The AVE value of each latent variable is greater than its SCC value with other latent variables, indicating that the measurement model has high discriminant validity and can effectively distinguish different latent variables.

This paper then tests the structural model of the structural equation model, that is, the relationship between the latent variables is verified. In this paper, the path analysis method is used to test the fit and hypothesis relationship of the structural model, which refers to the degree of fit between the structural model and the actual data, and the hypothesis relationship refers to the significance and direction of each path in the structural model. In this paper, the absolute fitting index, incremental fitting index and explanatory power index of the structural model are calculated respectively, and compared with the standard values recommend in the literature.

The absolute fitting index and incremental fitting index of the structural model have reached the standard value recommend in the literature, which shows that the structural model has a high degree of fit with the actual data and can effectively reflect the relationship between the potential variables. In addition, the explanatory power index of the structural model is also high, indicating that the structural model can better explain the impact of short video advertising content on consumer perception, as well as the impact of consumer perception on purchase intention.

Finally, the hypothesis relationship in the structural model is tested, that is, the regression coefficient and significance of each path are verified. In this paper, the hypothesis test method is used to test the hypothesis relationship, which is a statistical inference method that can judge whether the overall parameters meet certain conditions or assumptions according to the sample data. In this paper, the standardized regression coefficient (StandardizedRegressionCoefficient, beta), significance level (SignificanceLevel, p) and confidence interval (ConfidenceInterval, CI) of each path are calculated and compared with the standard values recommend in the literature.

The regression coefficients of the three paths in the structural model are significantly greater than 0, and the p-value is less than 0.02, which indicates that the three hypothetical relationships in the structural model are established, that is, short video advertising content has a positive impact on consumer perception, consumer perception has a positive impact on purchase intention, and short video advertising content has an indirect impact on purchase intention.

4. research conclusions and recommendations

Based on S-O-R theory, this paper discusses the relationship between short video advertising content, consumer perception and purchase intention, puts forward a method of short video consumer brand preference research, and introduces the application process and result analysis of this method by taking Shangpu Consulting Company as an example. The main conclusions and recommendations of this paper are as follows:

Short video advertising content has a significant positive impact on consumer perception, indicating that the entertainment, information and interaction of short video advertising can enhance consumers' perception of brand trust, pleasure and usefulness, thus enhancing consumers' goodwill and recognition of the brand. Therefore, when making short video advertisements, brand manufacturers should pay attention to improving the content quality of short video advertisements, create interesting, useful and interactive short video advertisements, so as to attract and retain consumers' attention, convey the value and advantages of the brand, and establish the image and reputation of the brand.

Consumer perception has a significant positive effect on purchase intention, indicating that consumers' perception of trust, pleasure and usefulness of the brand can promote consumers' purchase intention, recommend intention and re-purchase intention, thereby increasing brand sales and market share. Therefore, when conducting short video marketing, brand owners should pay attention to maintaining and enhancing consumers' perception of the brand, by providing high-quality products and services, meeting consumers' needs and expectations, increasing consumer satisfaction and loyalty, and stimulating Consumers' word-of-mouth communication and repeat purchases.

Short video advertising content has a significant positive indirect impact on the purchase intention, which shows that short video advertising content can affect consumer perception, and then affect the purchase intention of consumers, indicating that short video advertising content is an important stimulus factor affecting consumer behavior. Therefore, when choosing short video platforms and advertising forms, brand owners should consider the user characteristics of short video platforms and the adaptability of advertising forms, and choose short video platforms and advertising forms that match the brand positioning and target market to improve the effectiveness and efficiency of short video advertising.

The research of this paper provides an effective research tool for short video marketing, and provides some strategic suggestions for short video platforms and brands, but this paper also has some limitations and shortcomings, which need to be improved and perfected in future research. For example, the research sample of this paper is limited to the short video advertising of Shangpu Consulting Company, there may be some bias and generalization problems, future research can expand the scope and number of research samples, increase the representativeness and universality of the study. In addition, the research variables of this paper only include short video advertising content, consumer perception and purchase intention, and may ignore some other influencing factors, such as consumer's personal characteristics, social influence, situational factors, etc. Future research can introduce more research variables to enrich and improve the theoretical framework and empirical analysis of the research.