信息有效抑或信息过载? 短视频带货销量的影响机制研究

Short video marketing has become a core scenario for e-commerce conversion. While accelerated information dissemination and information overload have reduced consumer patience thresholds, the non-linear mechanisms through which video duration affects sales conversion remain unclear. This study examines the inverted U-shaped relationship between short video duration and product sales from the perspectives of information effectiveness and overload, revealing how this relationship is moderated by product attributes (price and type). Key findings include: 1) Information effectiveness (positive mediation) and information overload (negative mediation) constitute dual mediation pathways that jointly drive the inverted U-shaped relationship; 2) Higher-priced products reduce the optimal duration threshold and strengthen the relationship, whereas experiential products exhibit lower thresholds and weaker relationships compared to search-oriented products. The research establishes a dynamic trade-off framework for digital content marketing, demonstrating that the interplay between information density and cognitive load determines duration threshold effects. These conclusions provide empirical support for optimizing platform algorithms and innovating content production paradigms.