Research on the Influence of Short Video Information Presentation on Sales Volume Based on Communication and Persuasion Model

This paper adopts the communication and persuasion model to focus on whether short video information presentation has a significantly positive impact on sales volume, and whether brand awareness or store type have a moderating effect on the relationship between short video information presentation and sales volume respectively, then if so, how do they moderate it. This experiment takes the search product - television as an example, and selects the well-known B2C mall - Tmall as the experiment environment. Through using web crawler, it is found that: short video information presentation has a significant positive impact on product sales volume. Brand awareness does not moderate the relationship between short video information presentation and sales volume, while store type can regulate it. The promotion effect of short video information presentation on sales volume of flagship stores is significantly higher than that of other stores.