摘要
越来越多的企业开始重视抖音短视频背后的潜在营销空间,借助抖音短视频获取大量流量变现。本文以抖音短视频平台为例,针对抖音短视频内容的全面性、趣味性、互动性和优质性四个维度进行研究,探究消费者购买意愿是否会受到这四个维度的影响,引入作为中介变量的感知价值进行进一步的研究。数据收集以问卷的形式,并对数据结果进行研究分析,最后提出抖音短视频内容优化的建议,为企业在抖音短视频平台进行内容营销提供一定的参考价值。
More and more companies have thrown much attention to the potential marketing space behind Tik Tok short videos,and have cashed in greatly on the data flowing through Tik Tok short videos.Therefore,this paper studies four dimensions of the short video content on the Tik Tok platform:comprehensiveness,attractiveness,interactiveness and quality,discussing whether consumers’purchase intention will be affected by these four dimensions,and introduces perceived value as a mediating variable for further research.The research data are collected in the form of questionnaire,and based on the data,suggestions on the content optimization of Tik Tok short video are put forward,which provides some reference for enterprises in the short video content marketing on the Tik Tok platform.
作者
宋磊
黄晓娜
SONG Lei;HUANG Xiao-na(College of Economics and Trade,Fujian Jiangxia University,Fuzhou 350108,Fujiang,China)
出处
《景德镇学院学报》
2022年第5期38-43,共6页
Journal of JingDeZhen University
基金
福建省科技厅自然科学基金项目(2019J01881)
福州市科技特派员项目(JXH2022006)
福建江夏学院横向课题成果(JXH2021046)。
关键词
抖音短视频内容
感知价值
购买意愿
Tik Tok short video content
perceived value
purchase intention
