美食类短视频内容特征对消费者购买意愿的影响

Effect of Content Characteristics on Consumers’ Purchase Intentions in Culinary Short Videos

摘要: 随着互联网技术的快速发展，短视频营销凭借着它简洁生动的特点成为了一种新兴的网络营销模式。对于企业而言，短视频营销成为一种不可缺少的推广手段，通过生动有趣的视频来吸引目标群众，从而提升品牌的知名度。为了探索美食类短视频对于消费者购买意愿的影响机制，基于感知价值理论，提出视觉线索、情感共鸣、创意活动以及专业能力四个变量，并将感知愉悦与感知有用作为中介变量来建立模型进行实证分析。研究表明美食类短视频的视觉线索、情感共鸣、创意互动、专业能力能对消费者的购买意愿起到显著的正向影响，同时感知愉悦与感知有用在美食类短视频内容特征与消费者购买意愿之间的中介效应显著。最后提出对策建议，为美食类短视频营销提供一定参考。

Abstract: With the rapid development of Internet technology, short video marketing has become an emerging online marketing model due to its concise and vivid characteristics. For enterprises, short video marketing has become an indispensable promotional tool to attract target audiences through lively and interesting videos, thereby enhancing brand awareness. This study aims to explore the impact mechanism of short food-related videos on consumers’ purchase intention. Based on the theory of perceived value, this paper proposes four variables: visual cues, emotional resonance, creative activities, and professional competence. Perceived pleasure and perceived usefulness are proposed as mediating variables to establish a model for empirical analysis. The research indicates that visual cues, emotional resonance, creative interaction, and professional competence of food-related short videos significantly positively influence consumers’ purchase intention. Moreover, the mediating effects of perceived pleasure and perceived usefulness between the content features of food-related short videos and consumers’ purchase intention are significant. Finally, policy recommendations are provided to offer reference value for food-related short video marketing.