A Study on the Impact of Skit Advertisements on Consumers' Impulse Buying: Using Perceived Value as a Medium

Abstract

With the rapid proliferation of skit advertisements on digital media platforms, they have emerged as a prominent external stimulus for consumer impulse buying, yet the underlying mechanism of their impact remains underexplored. This study aims to investigate the effects of three core dimensions of skit advertisements (relevance, entertainment, creativity) on consumers’ impulse buying, and examine the mediating role of perceived value based on the Stimulus-Organism-Response (S-O-R) framework. A questionnaire survey with validated scales was conducted, and 360 valid responses were collected for empirical analysis using reliability and validity tests, regression analysis, and mediation effect tests. The results show that relevance and creativity of skit advertisements have significant positive direct effects on impulse buying, while entertainment has no significant direct effect; all three dimensions significantly enhance emotional and functional perceived value, which in turn positively predict impulse buying and play a significant mediating role. The findings indicate that skit advertisements drive impulse buying mainly by enhancing consumers’ perceived value, providing empirical insights for brands to optimize skit advertising strategies.