The Impact of Psychological Factors in Short Video Platforms on Consumer Purchasing Decision

Abstract

This study, using Douyin as a case, explores how digital management prac tices (inventory management, coupon settings, and image recognition) influence consumers' purchase decisions through psychological factors (instant gratification, scarcity effect, urgency effect, and perceived convenience). An analytical frame workbased on the SOR model is constructed, and structural equation modeling (SEM) is applied to examine the relationships between independent variables (digital management practices), mediating variables (psychological factors), and the dependent variable (purchase decision). The results confirm that all hypotheses are valid. Inventory management, coupon settings, and image recognition positively influence consumer purchase de cisions through psychological factors, which play a key mediating role. Further analysis reveals that the combination ofinventory management and instant gratif ication has the most significant impact on purchase decisions