Artificial Intelligence Applications on the Influencing Factors of Short Video Marketing on Consumers’ Buying Behavior

Yixuan Wu

2022

Abstract

Live streaming has emerged as an emerging marketing strategy that has a significant impact on consumers’ purchasing psychology and behaviour as human society transitions to the mobile Internet era. This is especially true in the wake of the recent epidemic and the domestic consumption stimulation cycle, where live streaming has become a new consumption trend. In this study, a model of the impact of shared recommendations on customers’ purchasing decisions is constructed based on two factors: product display vividness and user engagement, which is based on the idea of computer-mediated communication. The findings of the experiment demonstrate that consumer attention is directly influenced by product vividness and user interaction, both of which have a significant impact on consumers’ psychosocial distance and emotional intensity, and consequently have a significant influence on consumers’ purchasing decisions.

Paper Citation

in Harvard Style

Wu Y. (2022). Artificial Intelligence Applications on the Influencing Factors of Short Video Marketing on Consumers’ Buying Behavior. In Proceedings of the 1st International Conference on Public Management, Digital Economy and Internet Technology - Volume 1: ICPDI; ISBN 978-989-758-620-0, SciTePress, pages 458-462. DOI: 10.5220/0011740000003607

in Bibtex Style

@conference{icpdi22,
author={Yixuan Wu},
title={Artificial Intelligence Applications on the Influencing Factors of Short Video Marketing on Consumers’ Buying Behavior},
booktitle={Proceedings of the 1st International Conference on Public Management, Digital Economy and Internet Technology - Volume 1: ICPDI},
year={2022},
pages={458-462},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0011740000003607},
isbn={978-989-758-620-0},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 1st International Conference on Public Management, Digital Economy and Internet Technology - Volume 1: ICPDI
TI - Artificial Intelligence Applications on the Influencing Factors of Short Video Marketing on Consumers’ Buying Behavior
SN - 978-989-758-620-0
AU - Wu Y.
PY - 2022
SP - 458
EP - 462
DO - 10.5220/0011740000003607
PB - SciTePress