The Impact of Perceived Intrusion on Consumers' Purchase Intention in Short Video Product Placement Advertising

This study focuses on short video embedded advertising, aiming to explore the mechanism of the impact of perceived intrusion on consumer purchase intention, and takes psychological resistance and personal involvement as mediating variables to construct a chain mediation model. The results indicate that perceived intrusion has a significant negative impact on purchase intention; Psychological resistance and personal involvement play a mediating role between perceived intrusion and purchase intention, and there is a chain mediation effect between the two. This study enriches the theory of conversion and purchase of short video embedded advertising, and provides strategic suggestions for brand short video advertising practice.