短视频广告文案类型对消费者参与行为的影响研究——以住宿产品为例
A Study on the Influence of Short Video Advertising Text Typeon Customer Engagement Behavior—Taking Accommodation Products as an Example

当传统旅游电子商务进入流量瓶颈期，以短视频广告为代表的内容电商为旅游及住宿产品开拓了新的营销渠道，文案作为短视频内容的重要元素，能够在短时间内引起用户的兴趣，提供高质量、有趣、有创意的信息。但怎样的短视频文案效果更好，这一问题还有待研究。为了回答这一问题，本文以消费者参与作为评估内容质量的指标，对抖音平台上住宿类短视频的文案信息进行提取和分类，并实证检验不同类型的文案对消费者参与的影响。研究发现，住宿类短视频文案可分为互动类、攻略类、体验类和介绍类。其中，互动类、攻略类、体验类文案分别能显著提高消费者的评论、收藏和点赞行为，介绍类文案对消费者的所有参与行为均有显著正向影响。研究为相关行业的短视频创作者提供了可实践的内容优化建议。
When the traditional tourism e-commerce enters the bottleneck period of traffic, the content e-commerce represented by short video advertisements has opened new marketing channels for tourism and accommodation products. As an important element of short video content, text can arouse users’ interest in a short time and provide high-quality, interesting, and creative information. However, the question of which type of short video text works better remains to be studied. To answer this question, this article uses customer engagement as an indicator to evaluate content quality, extracts and categorizes the text of accommodation short videos on the TikTok platform, and empirically tests the impact of different types of text on customer engagement. The study found that the text of accommodation short videos can be divided into interactive, guide, experience, and introduction types. Among them, interactive, guide, and experience text can significantly increase customers’ commenting, collecting, and liking behaviors respectively, and introduction text has a significant positive impact on all customer engagement behaviors. The study provides practical content optimization suggestions for short video creators in related industries.