小红书"种草"类图书短视频内容特征对消费者购买意愿的影响OA

With the rapid development of mobile Internet and emerging technologies,short-video marketing has become an important means to promote consumption.Xiaohongshu,with its unique"grass-planting"nature,provides an important platform for it.This paper adopts the questionnaire survey method to collect data,and with the help of the S-O-R model,takes perceived useful-ness and perceived interest as mediating variables to construct a model of the influence of the content characteristics of short videos of"grass-planting"type books on consumers'purchase intention on Xiaohongshu.The results show that the entertainment,ease of use,story-telling and contextualization of"grass-planting"type book short videos significantly and positively affect consumers'pur-chase intentions.Perceived usefulness and perceived interest play a mediating role in this process.Based on this,suggestions for enhancing consumers'purchase intentions are proposed.