Research on the Influence Mechanism of Vibrato Short Video Advertising on the Behavior of Young Consumers in Zhejiang Province

Abstract

With the rise of short videos, Tik Tok has become an important advertising platform, and its advertising has had a far-reaching impact on consumer behavior. Based on the stimulus-body-response (S-O-R) model, this study takes young consumers in Zhejiang Province as
the research object, and discusses the influence mechanism of vibrato short video advertising on their purchase intention. In the research, the
stimulating factors (S) include content creativity, interactivity and informality; Organic factors (O) include perceived value, trust and social
identity; The response factor (r) is the consumers purchase intention. At the same time, gender, age, and educational background are taken as
population control variables.