The Impact of Advertising Integration Formats on Users' Consumption Intention on Douyin Platform

This study focuses on exploring how three mainstream advertising integration formats on Douyin—plot integration, KOL endorsement, and interactive engagement—affect users' consumption intentions. Employing an experimental research approach, 30 regular Douyin users were selected as research subjects. On the basis of strictly controlling variables such as video content, duration, and product type, only the advertising integration method was altered to create three groups of short videos featuring Liby laundry detergent. Data regarding users' subjective evaluations of the advertisements and their purchase willingness were collected through questionnaires and a Likert scale. The findings reveal that KOL endorsement - based advertisements are most effective in building user trust and stimulating purchase behaviors. Interactive engagement advertisements excel in enhancing fun and user participation but have relatively low credibility. Plot - integrated advertisements boast the highest naturalness and strong emotional resonance, yet their direct stimulating effect on purchase behaviors is limited. The conclusions of this study provide practical references for advertisers in choosing integration formats and for platforms in optimizing content distribution. It emphasizes that a balance between "trustworthiness" and "interest" should be emphasized in the design of short - video advertisements to achieve better communication and conversion effects.