Business

How short video marketing influences purchase intention in social commerce: the role of users’ persona perception, shared values, and individual-level factors

X. Shen and J. Wang

Explore how short video users' persona perception influences their purchasing intentions on platforms in China. This exciting research by Xiangdong Shen and Junbin Wang reveals the role of shared value creation and the impact of regulatory focus and social presence on marketing strategies.

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Playback language: English

Index

Abstract

This study expands the stimulus-organism-response (S-O-R) model to examine how short video users’ persona perception affects their purchase intention on short video platforms in China. Using structural equation modeling and survey data from 350 users, the study finds that users’ persona perception positively impacts shared value creation, which in turn mediates the relationship between persona perception and purchase intention. Regulatory focus and social presence moderate the relationship between shared value creation and purchase intention. The findings offer implications for targeted marketing on short video platforms.

Publisher

HUMANITIES AND SOCIAL SCIENCES COMMUNICATIONS

Published On

Feb 21, 2024

Authors

Xiangdong Shen, Junbin Wang

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