Influence Mechanism of Mobile Shortvideo on Impulsive Purchasing Behavior of Consumers

Abstract

With the continuous expansion of the application scope of Hooli, mobile short video is developing rapidly, and the commercial value of mobile short video marketing is huge. Under the influence of mobile short video, consumers’ impulse buying behavior mainly focuses on consumers themselves, and the analysis of external marketing environment on consumers’ impulse buying behavior is insuffi cient. Based on this, this study focuses on the external marketing environment stimulus such as promotion, discount, opinion leader, entertainment, etc., and pays attention to its impact on consumers’ impulse buying behavior. It aims to provide an effective reference for enterprises to design mobile short video marketing activities and point out a clear direction for the subsequent platform operation supervision.