Analysis Of Consumers’ Purchase Willingness To Implant Advertisements In Short Videos

Abstract

Product placement is a form of advertisement implanted in short films and other contents in the form of props, lines, plots, scenes and other forms. Now, product placement is also popular in the field of short video, and consumers’ purchase intention is a representative factor to verify the effect of short video product placement. This paper conducts empirical research on the attitude and purchase intention of consumers of different ages in different fields through questionnaire survey, and explores the development status of short video product placement. The results show that the product information is not real display is the vast majority of respondents are not willing to buy short video placement in the product, and the product meet the demand is the reason for the product is bought, but also found that brand and short video bloggers should pay attention to the changing trend of today’s era, focusing on the demand, improve the quality of the placement.