Research on the Influencing Factors of Consumers’ Impulsive Buying Behavior in Video blog in Kunming: A TIK TOK Case Study


Impulsive Buying Behavior
Short Video


With the advent of the 5G era and the continuous development of video
media technology, the Internet’s new economic format has shown a diversified
development trend. The Short video has gradually become a new path for the
development of the Internet celebrity economy, such as TIK TOK. This model not
only conforms to the one-way flow of information, which is convenient for people to
pass fragmented time and meet entertainment needs, but also provides more
opportunities for commercial advertising embedding, and has quickly become a hot
topic for companies. Correspondingly, the research on the influence of short videos
on purchasing decisions has also received increasing attention from the theoretical
community and has become a new direction to deepen the research on consumer
purchasing behavior. Therefore, it is of great theoretical and practical significance to
explore how the short video from TIK TOK affects the audience’s purchase decision.
This study is the characteristics and theory of impulsive purchase TIK TOK
short video marketing in Kunming. A combination of extracting three stimulus
variables promotional discounts, opinion leaders, and entertainment, according to
previous scholars’ research results. With the aid of the SOR theory model, builds the
mobile short video marketing scenario impulsive purchase consumer behavior
research model, and puts forward relevant assumptions.

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