The Impact of Short Video Display on Consumers' Impulse Purchase Intention in the Eco-tourism Scenic Spot From the Perspective of Virtual Touch

Liyun Zou

Shanghai University, Shanghai, 201900, China

Abstract: The innovation of Internet information technology led to the development of short video blowout. In this paper, under the background of virtual touch, the credible information ｓｏｕｒｃｅ is taken as the adjusting variable to build the theoretical model of short video display, virtual contact and impulse purchase intention of consumers in the eco-tourism scenic spot. The research results show that consumers focus on ecological tourism souvenirs in the short video display can be fully display the ecological of tourism destination quality, high-quality tourist souvenirs show a short video for consumers have significant positive influence on virtual touch, short for ｓｏｕｒｃｅ credible capricious higher consumer video more impulsive purchase intention.

Keywords: Short video display; Ecotourism souvenirs; Virtual touch; Impulse buying