@article{ART003263515},
author={Wang Ying and YoungsooChoi},
title={The Impact of Short Video Content Marketing on Consumer Purchase Decisions -With Perceived Value as a Mediating Variable-},
journal={Industry Promotion Research},
issn={2466-1139},
year={2025},
volume={10},
number={4},
pages={475-485},
doi={10.21186/IPR.2025.10.4.475}
TY - JOUR
AU - Wang Ying
AU - YoungsooChoi
TI - The Impact of Short Video Content Marketing on Consumer Purchase Decisions -With Perceived Value as a Mediating Variable-
JO - Industry Promotion Research
PY - 2025
VL - 10
IS - 4
PB - Industrial Promotion Institute
SP - 475
EP - 485
SN - 2466-1139
AB - With the rapid development of the short video platform, it has become an important channel for consumers to obtain information and make purchase decisions. Based on the SOR theory, this study constructed a research model of "short video content marketing – perceived value – consumer purchase decision" to explore the effect of short video content marketing on consumer purchase behavior through perceived value. 373 valid samples were collected through a survey, and empirical analysis was conducted through reliability and validity verification, descriptive statistics, correlation analysis, and structural equation model. As a result of the analysis, first, short video content marketing has a significant positive effect on consumer purchase decisions, and content quality and information interactivity effectively enhance consumers' purchase intentions and behaviors. Second, short video content marketing has a significant positive effect on consumers' perceived value, and high-quality content and interaction experiences reinforce functional, emotional, and social value perception. Third, perceived value has a significant positive effect on consumer purchase decisions, which is an important psychological mechanism leading to purchase behavior after watching the short video. Fourth, perceived value played a partial mediating role between short video content marketing and consumer purchase decisions. This study verified the applicability of SOR theory in the context of short video e-commerce and provided practical data for companies, content creators, and MCN organizations to optimize content strategies.
KW - Short Video Content Marketing;Content Quality;Information Interactivity;Perceived Value;Purchase Decision
DO - 10.21186/IPR.2025.10.4.475
ER -
Wang Ying and YoungsooChoi. (2025). The Impact of Short Video Content Marketing on Consumer Purchase Decisions -With Perceived Value as a Mediating Variable-. Industry Promotion Research, 10(4), 475-485.
Wang Ying and YoungsooChoi. 2025, "The Impact of Short Video Content Marketing on Consumer Purchase Decisions -With Perceived Value as a Mediating Variable-", Industry Promotion Research, vol.10, no.4 pp.475-485. Available from: doi:10.21186/IPR.2025.10.4.475
Wang Ying, YoungsooChoi "The Impact of Short Video Content Marketing on Consumer Purchase Decisions -With Perceived Value as a Mediating Variable-" Industry Promotion Research 10.4 pp.475-485 (2025) : 475.
Wang Ying, YoungsooChoi. The Impact of Short Video Content Marketing on Consumer Purchase Decisions -With Perceived Value as a Mediating Variable-. 2025; 10(4), 475-485. Available from: doi:10.21186/IPR.2025.10.4.475
Wang Ying and YoungsooChoi. "The Impact of Short Video Content Marketing on Consumer Purchase Decisions -With Perceived Value as a Mediating Variable-" Industry Promotion Research 10, no.4 (2025) : 475-485.doi: 10.21186/IPR.2025.10.4.475
Wang Ying; YoungsooChoi. The Impact of Short Video Content Marketing on Consumer Purchase Decisions -With Perceived Value as a Mediating Variable-. Industry Promotion Research, 10(4), 475-485. doi: 10.21186/IPR.2025.10.4.475
Wang Ying; YoungsooChoi. The Impact of Short Video Content Marketing on Consumer Purchase Decisions -With Perceived Value as a Mediating Variable-. Industry Promotion Research. 2025; 10(4) 475-485. doi: 10.21186/IPR.2025.10.4.475
Wang Ying, YoungsooChoi. The Impact of Short Video Content Marketing on Consumer Purchase Decisions -With Perceived Value as a Mediating Variable-. 2025; 10(4), 475-485. Available from: doi:10.21186/IPR.2025.10.4.475
Wang Ying and YoungsooChoi. "The Impact of Short Video Content Marketing on Consumer Purchase Decisions -With Perceived Value as a Mediating Variable-" Industry Promotion Research 10, no.4 (2025) : 475-485.doi: 10.21186/IPR.2025.10.4.475
