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
Tags
S-O-R model
short video
persona perception
purchase intention
shared value creation
regulatory focus
social presence
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