Research on the influence mechanism of short video communication effect of furniture brand: Based on ELM model and regression analysis

BioResources, Journal Year: 2024, Volume and Issue: 19(2), P. 3191 - 3207

Published: April 5, 2024

The elaboration likelihood model (ELM) and regression analysis were used to investigate the impact of furniture brands’ communication strategies on consumer behavior through short video platforms. work examined a set representative videos, analyzing how key features—such as content theme, duration (16-60 seconds), graphics, subtitles, background music, title style—affected effectiveness. ELM uncovered correlation between these characteristics Communication Effect Index (DCI), with statistical significance confirmed by regression. Findings indicated that live broadcasts, graphical presentations, subtitles/topics, upbeat exclamatory titles significantly enhanced efficiency. Limitations, including time-period sampling bias, sample size, item duplication in application, also considered. Based findings, research offers optimization suggestions future directions for enterprises leveraging marketing.

Language: Английский

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The Impact Mechanism of Video Maturity and Content Empowerment on Purchase Intentions: A Case Study of Agricultural Tourism in Taiwan

Sustainability, Journal Year: 2025, Volume and Issue: 17(7), P. 3195 - 3195

Published: April 3, 2025

With the rise of digital marketing, videos have become pivotal in promoting agritourism by showcasing local features, attracting visitors, and building trust. This study examines effects video maturity content empowerment on consumer behavior focusing dimensions such as clarity, coherence, emotional appeal, entertainment, information, practicality. Survey data from 527 Taiwanese consumers, analyzed using structural equation modeling (SEM), reveal that clarity (β = 0.105, p < 0.05) coherence 0.163, 0.01) significantly enhance trust, while flow experience exhibits an even stronger positive impact 0.372, 0.001). Among factors, knowledge has most pronounced effect 0.440, 0.001), followed emotionality, Moreover, both trust 0.177, 0.001) 0.240, positively influence purchase intentions, with being more dominant. These findings underscore importance high coherent narratives, immersive engagement marketing. The makes significant theoretical contributions refining understanding video-based engagement, it offers practical insights for enhancing promotional strategies.

Language: Английский

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The Impact of Food Packaging Design on Users’ Perception of Green Awareness

Sustainability, Journal Year: 2024, Volume and Issue: 16(18), P. 8205 - 8205

Published: Sept. 20, 2024

Food packaging is a crucial domain of green design and serves as an important channel for conveying concepts to consumers. Effective not only achieves environmental sustainability but also fosters awareness among consumers, promoting sustainable development. Therefore, it essential explore the relationship between food consumers’ perception concepts. To enhance influence on stimulate their environmentally conscious behaviors, this study employs literature review case analysis extract key elements in common they convey. Using conjoint method (CAM), various combinations representative were established used sample packaging. Through questionnaire evaluation user interviews, examined differences strength that have The results reveal that, all factors affecting packaging, color most effective direct way communicate information evoke awareness. This followed by material, structure, text, patterns. combination material structure users perceive concepts, while least effective. Consumers are likely associate biodegradable materials with furtherly elucidates offers practical strategies embedding focusing selection color, express different types ideas.

Language: Английский

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