Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
Series Vol. 45 , 01 December 2023
Open
Access | Article
Research on the Impact of Sports Short Videos Product Placement on Consumer Purchase Intention
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Abstract
With the fast growth of mobile Internet technology, people are spending more and more time watching short videos on their phones. In response to the fragmentation of users' use of mobile terminals, product placement in short videos is also gradually gaining favor. This study aimed to explore the impact of sports-related short video product placement on consumers’ purchase intentions. In this paper, the SOR model was used, different influencing factors were added to the model, and SPSS 26 was used for significant impact analysis. The conclusion of this study was that consumers pay more attention to the attitude and relevance of product placement and that good advertising attitude and highly relevant advertising can have a positive impact on their purchase intention. Therefore, video creators should pay more attention to advertising content, improve advertising quality, and increase highlights, which will have a certain production direction for video creators or advertisers, and strive to produce excellent videos.
Keywords
short video, product placement, SOR theory, purchase intention
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
- ISBN (Print)
- 978-1-83558-137-7
- ISBN (Online)
- 978-1-83558-138-4
- Published Date
- 01 December 2023
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/45/20230261
- Copyright
- 01 December 2023
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited