A study of the influence of health information attention in short videos on the purchase intention of pregnant women's skincare products

Abstract

At a time when digital marketing is booming, short video marketing has become an important channel and way of e-commerce marketing for pregnant women's skincare products. As a special consumer group highly sensitive to product safety, the attention of pregnant women to the health information of skincare products in short videos has become one of the key factors affecting their consumption decisions. Based on the SOR model, the author constructed a research model on the effect of health information attention on the purchase intention of pregnant women's skincare products in short videos and analysed the relationship between skincare health information attention, perceived safety value and purchase intention in short videos by conducting a questionnaire survey and empirical analysis. The study concludes that the content of product ingredient information and product efficacy ingredient information in short videos of pregnant women's skincare products has a positive influence on consumers' perceived safety value. The content of product ingredient information and product safety ingredient information in short videos of maternity skincare products has a positive influence on consumers' willingness to buy. Moreover, consumers' perceived safety value has a significant positive effect on purchase intention.