Research on the influencing Factors of short video marketing on users' willingness to pay in Chengdu City, China

Abstract

By analyzing the impact of short video marketing on users' willingness to pay, this study can provide targeted suggestions for various industries and short video platforms, thereby further enhancing the creative tendency of product marketing in short video marketing, helping the long-term development of the short video marketing industry, and providing strategies for the optimization of the virtual economy. Therefore, this research topic has important practical significance. Based on the theory of perceived value, trust theory, and satisfaction theory, this study conducts an in-depth analysis of the short video marketing market and user needs, summarizes the influencing factors and general rules of user willingness to pay, and thus stimulates the potential of the short video marketing market. In addition, this study combines the technology acceptance model and the satisfaction index model, obtains data through a questionnaire survey, uses SPSS 23.0 and AMOS 26.0 statistical analysis software to complete data analysis, and finally uses the structural equation model(SEM) to test the research hypotheses and paths. By verifying the relevant paths, it helps to enrich the theoretical research on consumer behavior and provide theoretical reference and guidance for subsequent research on user willingness to pay. By providing high-quality short video content, improving the quality of works, and creating attractive content, users can be attracted to watch for a long time, increase user participation, and enhance user loyalty. At the same time, regularly launching discounts or discount activities can motivate users to participate in interactions, increase purchase intentions, and help retain existing users.