Based on the SOR (Stimulus-Organism-Response) theoretical model, this study analyzes the influence mechanism of short video content characteristics on consumers’ purchase intention. By means of literature research and empirical analysis, it focuses on three dimensions: visual appeal, information practicality, and anchor credibility, and reveals their path of influence on purchase decisions through the mediating role of perceived value. The study adopts a questionnaire survey method to collect data from short video shopping users, and uses SPSS and AMOS software for statistical analysis. The results show that: visual appeal indirectly promotes purchase intention through perceived value; information practicality and anchor credibility have a significant impact on purchase decisions through the mediating role of perceived value; perceived value plays a partial mediating role between content characteristics and purchase intention. Based on these findings, to optimize the short video operation ecosystem, this study puts forward the following suggestions: merchants should build a “three-dimensional integrated” content matrix and optimize from three aspects: visual presentation, information screening, and anchor training; platforms need to establish a content quality evaluation system; regulatory authorities should improve the norms for short video advertisements.
- Open Access
- Article
Analysis of Consumers’ Purchasing Behavior through Short Videos
- Fagang Hu *,
- Xinyu Qin
Author Information
Received: 14 Dec 2025 | Revised: 27 Jan 2026 | Accepted: 15 Apr 2026 | Published: 11 May 2026
Abstract
Keywords
short video shopping | SOR model | consumer behavior | perceived value | purchase intention
References
- 1.
Yi, M. A Study on the Influence of Short-Video Advertising Content on Audience Purchase Intention. Master’s Thesis, Shanghai University of Finance and Economics, Shanghai, China, 2021.
- 2.
iResearch Consulting Group. China Social E-commerce Industry Research Report; iResearch Consulting Group: Shanghai, China, 2023.
- 3.
Niffenegger, P.B.; Holcomb, T.F. Lobbying for Elementary Counselors: A Video Marketing Strategy. J. Couns. Dev. 1992, 70, 642–644.
- 4.
Wang, L. Analysis of Influencing Factors of Consumers’ Purchasing Behavior in Live Streaming Scenarios. Master’s Thesis, Shijiazhuang Tiedao University, Shijiazhuang, China, 2024.
- 5.
Wu, W. Research on Influencing Factors of Consumers’ Purchase Intention of Fresh Agricultural Products under the E-commerce Live Streaming Model. Master’s Thesis, Anhui Agricultural University, Anhui, China, 2024.
- 6.
Wang, Y. Research on Influencing Factors of Consumers’ Impulsive Purchase Intention in E-commerce Live Streaming Scenarios. Master’s Thesis, Beijing University of Chemical Technology, Beijing, China, 2024.
- 7.
Xin, Q. Research on the Influence Mechanism of Anchor Characteristics on Consumers’ Impulsive Purchase in E-commerce Live Streaming Scenarios. Master’s Thesis, Jiangxi University of Finance and Economics, Nanchang, China, 2024.
- 8.
Liu, S. Research on the Influence Mechanism of Entrepreneurs’ Live Streaming with Goods on Consumers’ Purchasing Behavior. Ph.D. Thesis, Beijing University of Posts and Telecommunications, Beijing, China, 2024.
- 9.
Liu, J. Research on the Influence of Internet Celebrity Characteristics on Consumers’ Irrational Consumption Behavior in Internet Celebrity Live Streaming. Master’s Thesis, Chongqing University of Technology, Chongqing, China, 2023.
- 10.
Zhao, J. Research on the Influence of Information Quality of Social E-commerce Platforms on Consumers’ Purchase Intention. Master’s Thesis, Wuhan Polytechnic University, Wuhan, China, 2024.
- 11.
Li, L. Research on the Influence of Content Marketing on E-commerce Platforms on Consumers’ Purchase Intention under the Background of New Retail. Master’s Thesis, Beijing University of Chemical Technology, Beijing, China, 2024.
- 12.
Li, Y. Research on the Influence of E-commerce Live Streaming on Individual Consumption Behavior in the Context of New Media. Master’s Thesis, Zhejiang Gongshang University, Hangzhou, China, 2022.
- 13.
Lu, J. The Influence of Positive Bullet Screen Information Types in Grass-planting Short Videos on Female College Students’ Impulsive Purchase. Master’s Thesis, Qufu Normal University, Qufu, China, 2024.
- 14.
Sun, Y. Research on the Improvement Strategies of H Company’s Live Streaming Marketing Based on Consumer Behavior. Master’s Thesis, Harbin Institute of Technology, Harbin, China, 2023.
- 15.
Wang, J. Research on the Influence of Consumers’ Perceived Value of Museum Cultural and Creative Products on Consumption Behavior Intention in the New Media Era. Master’s Thesis, Beijing Foreign Studies University, Beijing, China, 2023.
- 16.
Meng, L.; Kou, S.; Duan, S.; et al. The impact of content characteristics of Short-Form video ads on consumer purchase Behavior: Evidence from TikTok. J. Bus. Res. 2024, 183, 114874. https://doi.org/10.1016/j.jbusres.2024.114874.
- 17.
Howard, J.A. Marketing Management Analysis and Planning; Richard D. Irwin, Inc.: Homewood, IL, USA, 1963; p. 134.
- 18.
Mehrabian, A.; Russell, J.A. An Approach to Environmental Psychology; MIT Press: Cambridge, MA, USA, 1974.
- 19.
Stern, H. The significance of impulse buying today. J. Mark. 1962, 26, 59–62.
- 20.
Gao, M. Research on the Influence of Visual Marketing on Consumers’ Impulsive Purchase Intention in Online Shopping. Master’s Thesis, Hubei University of Technology, Wuhan, China, 2018.
- 21.
Lee, W.Y.; Strong, M.D.; Kahn, K.B.; et al. AIMQ: A methodology for information quality assessment. Inf. Manag. 2002, 40, 133–146.
- 22.
Gregory, C.K.; Meade, A.W.; Thompson, L.F. Understanding internet recruitment via signaling theory and the elaboration likelihood model. Comput. Hum. Behav. 2013, 29, 1949–1959.
- 23.
Elliott, M.T.; Speck, P.S. Factors that affect attitude toward a retail web site. J. Mark. Theory Pract. 2005, 13, 40–51.
- 24.
Filieri, R.; McLeay, F. E-WOM and accommodation: An analysis of the factors that influence travelers’ adoption of information from online reviews. J. Travel Res. 2014, 53, 44–57.
- 25.
Sussman, S.W.; Siegal, W.S. Informational influence in organizations: An integrated approach to knowledge adoption. Inf. Syst. Res. 2003, 14, 47–65.
- 26.
Pornpitakpan, C. The persuasiveness of source credibility: A critical review of five decades’ evidence. J. Appl. Soc. Psychol. 2004, 34, 243–281.
- 27.
Ohanian, R. Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. J. Advert. 1990, 19, 39–52.
- 28.
Zeithaml, V.A. Consumer perceptions of price, quality, and value: A means-end model and synthesis of evidence. J. Mark. 1988, 52, 2–22.
- 29.
Ren, J.; Yang, J.; Zhu, M.; et al. Relationship between consumer participation behaviors and consumer stickiness on mobile short video social platform under the development of ICT: Based on value co-creation theory perspective. Inf. Technol. Dev. 2021, 27, 697–717.
- 30.
Grewal, D.; Monroe, K.B.; Krishnan, R. The effects of price-comparison advertising on buyers’ perceptions of acquisition value, transaction value, and behavioral intentions. J. Mark. 1998, 62, 46–59.
- 31.
Mathwick, C.; Malhotra, N.; Rigdon, E. Experiential value: Conceptualization, measurement and application in the catalog and Internet shopping environment. J. Retail. 2001, 77, 39–56.
- 32.
Ranganathan, C.; Ganapathy, S. Key dimensions of business-to-user web sites. Inf. Manag. 2010, 39, 457–465.
- 33.
Zaichkowsky, J.L. The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising. J. Advert. 1995, 23, 59–70.
- 34.
Tang, F. The Influence of Online Store Decoration on Consumers’ Purchase Intention. Master’s Thesis, Zhejiang University, Hangzhou, China, 2012.
- 35.
Gao, M. Research on the Influence Mechanism of Taobao Live Streaming Consumers’ Purchasing Behavior from the Perspective of Immersive Experience. Master’s Thesis, Guangxi University, Nanning, China, 2022.
- 36.
Elena, D.B.; Jose Luis, M.A.; María Jesús, Y.G. Development and Validation of a Brand Trust Scale. Int. J. Mark. Res. 2003, 33, 35–54.
- 37.
Wu, X. The Influence of User-Generated Content of Mobile Short Videos on Consumers’ Purchase Intention. Master’s Thesis, Jilin University, Changchun, China, 2023.
- 38.
Xia, Z. Research on the Influencing Factors of Consumers’ Impulsive Purchasing Behavior in the Context of Mobile Short Video Marketing. Master’s Thesis, Anhui University, Hefei, China, 2020.
- 39.
Dodds, W.B. In search of value: How price and store name information influence buyers’ product perceptions. J. Consum. Mark. 1991, 8, 15–24.
- 40.
Kim, J.; Morris, J.D. The Power of Affective Response and Cognitive Structure in Product-Trial Attitude Formation. J. Advert. 2007, 36, 95–106.
- 41.
Wen, Z.; Ma, P.; Meng, J.; et al. Discrimination and Analysis of Causality, Influence, Correlation and Prediction. Acta Psychol. Sin. 2025, 57, 1108–1118.
- 42.
Ozili, P.K. The acceptable R-square in empirical modelling for social science research. In Social Research Methodology and Publishing Results: A Guide to Non-Native English Speakers; IGI Global: Hershey, PA, USA, 2023; pp. 134–143.
- 43.
Hayes, A.F. PROCESS: A Versatile Computational Tool for Observed Variable Mediation, Moderation, and Conditional Process Modeling [White Paper]. 2012. Available online: https://www.semanticscholar.org/paper/PROCESS-:-A-Versatile-Computational-Tool-for-,-,-1-Hayes/aa753b543c78d6c4f344fb431c6683edaa062c07 (accessed on 27 January 2026)
- 44.
Wen, Z.; Ye, B. Mediation Effect Analysis: Methods and Model Development. Adv. Psychol. Sci. 2014, 22, 731–745.
This work is licensed under a Creative Commons Attribution 4.0 International License.
Suite 4002 Level 4, 447 Collins Street, Melbourne, Victoria 3000, Australia
General Inquiries: info@sciltp.com