Empirical Research Based on the Impulse Purchase Intention of Young Consumers Implanted in the Vision Domain of Online Video Barrage Ads-Taking the College Youth in Guizhou Province as an Example

Abstract

In recent years, under the background of the consumption concept upgrade, short video advertising communication is the enterprise will product information to consumers in the form of short video, and use the social network media platform for a network sales communication, through video language expression to consumers or potential consumers' cognition, attitude and behavior has a series of influence, gradually become an important part of modern product and service communication marketing, formed the peer-to-peer two-way interaction between product service and user communication mode. In the context of the widespread use of short video marketing communication, in order to further meet users' expectations for products and enhance the emotional stickiness of the brand and fans, most enterprises and online platform APP implant advertisements in online videos, so as to attract consumers to promote consumption.