[KSCI] Korea Science Citation Index Service

http://dx.doi.org/10.9708/jksci.2021.26.08.229

Using Motivation of Short Video Advertising Marketing in China: An Exploratory Study of Douyin

Zeng, Nai (Faculty of Journalism and Communication, Communication University of China)

Publication Information

Journal of the Korea Society of Computer and Information / v.26, no.8, 2021 , pp. 229-237 More about this Journal

Abstract

This paper aims to study the using motivation and influencing factors of Chinese users' participation in live stream shopping through theoretical and empirical analysis, so as to evaluate the change in users' needs and improve marketing strategies. In doing so, I conducted a questionnaire survey for Chinese live stream shopping users and collected the required data. For empirical analysis, I used SPSS and AMOS software to carry out descriptive analysis, reliability and validity analysis and structural equation model analysis (SEM) to test the hypothesis. The results of the analysis showed that core competency and brand personality of the short video industry have a significant impact on user and customer perceived value, thus influencing users' using motivation. That is, users do not blindly follow live stream shopping but make their active choice. Therefore, it is suggested that live stream shopping platform should strengthen the e-commerce attributes and eradicate "the sense of false satisfaction", in order to achieve the effective communication of information. On the other hand, to stimulate the purchase motivation of users, the brand should build up its personality, and enhance user and customer perceived value in cyber marketing.

Keywords

Short Video; Using Motivation; Advertising; Live Stream Shopping; News; Social Media;

Citations & Related Records

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