Statistical Analysis of the Impact of Short Video Marketing on Consumers' Purchase Intention

Lihan Chen

2025

Abstract

With the rapid development of digital technology, short video platforms have gradually come to occupy the core position of brand marketing. However, short video marketing faces challenges in terms of traffic conversion, content quality, and homogenization, and based on this. The purpose of this research is to make up for the difference in theoretical and practical aspects. This study employs a combined methodology of questionnaire surveys and empirical testing to systematically deconstruct the mechanistic pathways through which the technological features of Video-on-Demand (VOD) services influence consumer purchasing behavioral tendencies, Pearson Correlation Analysis, Regression Model and Factor Analysis. Based on the reliability analysis, Cronbach's alpha is above 0.8, which means that the data is reliable. Among them, the consistency of practical information, cultural connotation, and celebrity image is particularly prominent in driving consumer decision-making. In addition, the in-depth dissemination of short videos and corporate brand culture can effectively enhance consumer trust and brand recognition.

Paper Citation

in Harvard Style

Chen L. (2025). Statistical Analysis of the Impact of Short Video Marketing on Consumers' Purchase Intention. In Proceedings of the 2nd International Conference on Innovations in Applied Mathematics, Physics, and Astronomy - Volume 1: IAMPA; ISBN 978-989-758-774-0, SciTePress, pages 129-133. DOI: 10.5220/0013815300004708

in Bibtex Style

@conference{iampa25,
author={Lihan Chen},
title={Statistical Analysis of the Impact of Short Video Marketing on Consumers' Purchase Intention},
booktitle={Proceedings of the 2nd International Conference on Innovations in Applied Mathematics, Physics, and Astronomy - Volume 1: IAMPA},
year={2025},
pages={129-133},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013815300004708},
isbn={978-989-758-774-0},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Innovations in Applied Mathematics, Physics, and Astronomy - Volume 1: IAMPA
TI - Statistical Analysis of the Impact of Short Video Marketing on Consumers' Purchase Intention
SN - 978-989-758-774-0
AU - Chen L.
PY - 2025
SP - 129
EP - 133
DO - 10.5220/0013815300004708
PB - SciTePress