短视频的视觉化展示方式对用户购买行为的影响研究

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关键词：社交电商；视频图像特征提取；产品展示方式；用户购买行为；图书短视频 DOI：10.3969/j.issn.1008-0821.2026.04.009 [中图分类号]G252.0[文献标识码］A[文章编号]1008-0821（2026）04-0102-11

Abstract：[Purpose/Significance]In thecontextof social e-commerce，short videos have becomeakey medium for conveying product information，significantly enhancing users’purchase intentions.However，how toquantify the visual information inshort videos and extractthe keyfactors influencing purchase behaviorremains unresolved.This studyuses book-relatedshort videos asan exampletoquantifydiferent presentationmodeandanalyzetheirimpactonuser purchase behavior，providingvaluablereferences forinformation mininganduserbehavioranalysis insociale-commerce.[Method/ Process]BasedonCue Utilization Theory，thedisplaymethodsof book short videos were categorized intothree modes： productfeature-focused，mmesiveexperience，andnarative-centeredstorytelling.Byconstructingaconvolutioaleural network modelandutilizing3427empiricaldata samples，this studyquantified the proportionof each presentation modeinshort videos and employedregressionanalysis to explore their impact onpurchase behavior.[Result/Conclusion] The results showthatthe product focus mode has asignificant positiveimpacton user purchase behavior，while the anchor narration mode has asignificant negative impact，andtheimpactof immersiveexperience mode is not significant.Inaddition，thefunction typeofbooks canstimulate the user'spurchasebehavior.

Keywords：social e-commerce；video image feature extraction；product presentation mode；user purchase behavior; book short video

图书作为传统知识和文化的载体，一直以来都占据着举足轻重的地位。（剩余16476字）