ESP-4196

Published

2025-11-30

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Vol. 10 No. 11 (2025): published

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Research Articles

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Copyright (c) 2025 Shue Wu, Xinwei Su

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How to Cite

Shue Wu, & Su, X. (2025). How Does Short-Form Video Marketing Influence Consumers’ Purchase Intention?. Environment and Social Psychology, 10(11), ESP-4196. https://doi.org/10.59429/esp.v10i11.4196

How Does Short-Form Video Marketing Influence Consumers' Purchase Intention?

Shue Wu

International College, Krirk University, Bangkok, 10220, Thailand

Xinwei Su

International College, Krirk University, Bangkok, 10220, Thailand


DOI: https://doi.org/10.59429/esp.v10i11.4196


Keywords: Content quality; Emotional resonance; Brand trust; Perceived value; Purchase intention

Abstract

With the explosive growth of the digital economy, short-form videos have become a dominant marketing tool; however, existing research has insufficiently explained how and why short-form video content quality shapes consumer purchase intention through psychological mechanisms. To fill this gap, this study develops an S–O–R–based structural model to examine the influence of short-form video content quality on consumers’ purchase intentions and to test the mediating roles of emotional resonance, brand trust, and perceived value. A total of 389 valid responses were collected using an online questionnaire, and the proposed hypotheses were empirically tested through structural equation modeling (SEM). The results show that content quality significantly enhances emotional resonance and brand trust, which subsequently increase perceived value and ultimately drive purchase intention. Moreover, all three mediating effects were statistically supported. This study enriches digital marketing and consumer psychology literature by uncovering the internal decision-making pathways triggered by short-form video stimuli. Practically, the findings offer actionable guidance for brands to optimize content creativity, enhance emotional interaction, strengthen trust-building strategies, and maximize value perception in short-form video marketing.

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