Construction of Communication Effect Indicator System for Short Video Native Advertisement: Based on Information Ecology Perspective

With the innovation of digital intelligence technology, the evolution of market demand and the optimisation of policy environment, short video native advertisement has shown rapid development, and the scientific evaluation of its communication effect has become the focus of the industry. This study aims to build a systematic communication effect evaluation system for short video native advertisement, and to solve the problem of the lack of existing evaluation tools for short video native advertisement. Based on the framework of information ecology theory, this paper adopts the hierarchical analysis method (AHP) to construct a hierarchical model containing 4 first-level indicators (exposure, awareness, interaction, loyalty) and 12 second-level indicators, establishes a judgement matrix through the Delphi expert consultation method, and uses SPSSPRO tools for data processing and consistency testing. The index system provides the industry with an evaluation tool with both theoretical depth and practical operation, which not only expands the application boundary of information ecology theory, but also provides methodological support for advertisers to optimise advertisement content and regulators to establish evaluation standards. It is suggested that subsequent studies can combine the index system with empirical research, and make necessary adjustments and optimisation to the evaluation system according to the empirical results.