Research on the Influence Mechanism of Short Video Communication Effect of Furniture Brand: Based on ELM Model and Regression Analysis

Abstract

The elaboration likelihood model (ELM) and regression analysis were used to investigate the impact of furniture brands’ communication strategies on consumer behavior through short video platforms. The work examined a set of representative short videos, analyzing how key features—such as content theme, duration (16-60 seconds), graphics, subtitles, background music, and title style—affected communication effectiveness. The ELM model uncovered the correlation between these video characteristics and the Communication Effect Index (DCI), with statistical significance confirmed by regression. Findings indicated that live broadcasts, graphical presentations, subtitles/topics, upbeat music, and exclamatory titles significantly enhanced communication efficiency. Limitations, including time-period sampling bias, sample size, and item duplication in the ELM application, were also considered. Based on these findings, the research offers optimization suggestions and future directions for furniture enterprises in leveraging short video marketing.