The Impact of Short Video Ad Features on Consumer Purchase Intention

Rangsit University

Abstract

China's rapidly developing technology is being integrated into People's Daily lives in various forms. Among them, short video platforms are taking this opportunity to develop rapidly. The research objective of this paper is to discover which short video advertising feature has the greatest impact on consumers. This study examines the impact of short video advertisement characteristics on consumers' purchase intentions, based on the S-O-R theory. The independent variables include the entertainment, precision, creativity, and interactivity of short video advertisements, with consumers' purchase intentions as the dependent variable, and perceived intrusiveness as a mediating variable between precision and purchase intentions. The findings reveal that the entertainment, interactivity, and creativity of short video advertisements positively influence consumers' purchase intentions,while the precision of advertisements does not have a significant effect. Additionally, perceived intrusiveness negatively moderates the relationship between the precision of advertisements and consumers' purchase intentions. Based on these findings. the study provides recommendations for advertisers and short video platforms.