Research on the marketing effect of

分类： 数字出版 >> 数字技术 提交时间： 2023-07-23

Zhang Tianqi

摘要： In recent years, short video platforms have transformed from the initial entertainment services to a symbiotic content ecosystem that includes live streaming and content payment. However, due to the fierce competition in the industry, such as the homogenization of content, the phenomenon continues to erode the industry environment, which has also led to a series of problems such as the decline of users' video viewing experience. With the emergence of this phenomenon, some short video creators choose to appear in front of people in the form of immersive "out-of-the-box" vlogs. This paper studies the phenomenon of immersive "unboxing" vlogs, cites the immersion theory after referring to relevant domestic and foreign literature, and conducts questionnaire distribution and data analysis on active user groups on social media, and the research data shows that the three independent variables of potential consumers' liking, immersion and detail of immersive "unboxing" vlogs show a significant positive correlation on purchase intention.

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