It is believed that stimulating the inspiration of short video consumers might be an effective way to attract and maintain the attention of consumers so that they are willing to respond positively to short video ads. Therefore, in order to explore the source of customer inspiration in short video and its cognitive psychological process, the text and grid data collected from an interview among 25 short video users have been qualitatively analyzed by Kelly Grid Technology in order to construct the formation path model of short video customer inspiration, and find out its source, triggering mechanism, and influencing factors. It is found that the inspiring informational content characteristics include richness, reliability, vividness, and fluency of emotional content characteristics, fun, novelty, and narrative. However, the characteristics of commercial content in short video ads hinder the inspiration of consumers. The study also reveals that an internal mechanism of inspiration stimulation is built on some cognitive processes (i.e., presence, processing fluency, perceived innovation, perceived convenience) generated by informational content, and emotional responses by emotional content (i.e., curiosity, surprise, enjoyment, etc.). In addition, it is shown that personal involvement enhances the relationship between the inspiring content characteristics and consumer inspiration. As a result, customer inspiration and engagement in short video ads are highly enriched. Findings provide implications for short video platforms and online marketers.
Under the background of the rapid development of live streaming shopping industry, diversified live streaming platforms have emerged one after another. This study aims to explore the interaction effect of platform types (live streaming embedded in e-commerce platforms/LSEEC vs. e-commerce integrated into live streaming platforms/ECILS) and consumer types (goal-driven consumers vs. recreational consumers) on purchase intention. To verify the effect, this study firstly conducted a laboratory experiment (Study 1), and then carried out a questionnaire survey through the Internet (Study 2). The results indicate that the interaction effect of platform types and consumer types exists (Study 1) and thinking patterns play a mediating role (Study 2): for goal-driven consumers, LSEEC platforms are more likely to stimulate their rational thinking and enhance their purchase intention; for recreational consumers, ECILS platforms are more likely to stimulate their emotional thinking and enhance their purchase intention. The findings expand the depth of research related to live streaming platforms, deepen the understanding of the thinking patterns in live streaming shopping decision-making, and have certain guiding significance for the strategic formulation of enterprises.
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