Abstract
With the recent worldwide emergence of short video firms, these new platforms offer a unique opportunity for Businesses and creators to market their products through short advertisements. The aim of this study is to identify controllable factors that contribute to a successful short video advertisement, i.e., increasing the purchase intention of potential customers. The data of the study is collected through an online survey and user posting analysis. Based on the previous models [13], a new theoretical consumer purchase intention model was proposed and fully supported, given the correlation analysis of our survey results. We found that among all video characteristics, taste and content contributed most towards consumer purchase intention. The findings of this study would provide guidance to small business owners in their using short video platforms as well as researchers in their further study regarding purchase intention on other short video platforms.
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Chen, Z., Zhang, Q. (2021). A Survey Study on Successful Marketing Factors for Douyin (Tik-Tok). In: Nah, F.FH., Siau, K. (eds) HCI in Business, Government and Organizations. HCII 2021. Lecture Notes in Computer Science(), vol 12783. Springer, Cham. https://doi.org/10.1007/978-3-030-77750-0_2
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