The Influence of Mobile Short Video Content Marketing on Consumers' Purchase Intention: A Test of Two-Mediation Model

Abstract

Based on SOR theory, this paper explores the influence mechanism of mobile short video content marketing on consumers' purchase intention and verifies the mediating effect of pleasurable emotions and perceived trust. Through 367 valid questionnaires, structural equation modeling and Bootstrap are used to conduct empirical tests. The results show that mobile short video content marketing has a significant positive effect on consumers' purchase intention, pleasant emotion and perceived trust, pleasant emotion plays a partial mediating role between mobile short video content marketing and consumers' purchase intention, and perceived trust plays a partial mediating role between mobile short video content marketing and consumers' purchase intention. Pleasant emotion and perceived trust have no chain mediating role between mobile short video content marketing and consumer purchase intention. Mobile short video operators should improve the informativeness, reality, interest, and emotion of the video content to stimulate the audience's pleasant emotion, enhance the audience's perceived trust, and then enhance the purchase intention.