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

Abstract

The purpose of this study is to expand the stimulus‒organism‒response model to explore the impact of short video users’ persona perception on their purchase intention on short video platforms in the context of Chinese short video marketing. The model is empirically tested using structural equation modeling and survey data collected from 350 short video users. The results show that 10 of the 11 hypotheses in the research model are supported and have reliable prediction accuracy. Short video users’ persona perception of each dimension has a significant positive impact on shared value creation. This study thus constructs mediating and moderating variables by exploring the internal correlation and intermediate mechanism between short video users’ persona perception and purchase intention. First, shared value creation plays a mediating role between persona perception and purchase intention on short video platforms. Second, two individual-level moderating variables play a moderating role between shared value creation and purchase intention across short video platforms: Regulatory focus and social presence. This research therefore provides useful implications and guidance for brands and merchants seeking targeted and efficient precision marketing on short video platforms. It also enriches the theoretical research on consumer behavior on short video platforms.