Digital Content Consumption and Youth Consumers' Purchase Behaviour: How Short-Form Videos Influence Generation Z Consumers in e-Commerce

Abstract

Focusing on digital content marketing (DCM) and youth consumers' purchase behaviour, this study examined how short-form videos, as a marketing tool for e-commerce, influence the purchase intentions of Generation Z consumers in Taiwan, based on the value-attitude-behaviour (VAB) model. The multiple attribute decision-making (MADM) method was adopted to examine 624 valid questionnaire sets. An influential network relations map (INRM) was constructed based on the causal relationships between the evaluation indicators identified using the decision-making trial and evaluation laboratory (DEMATEL) technique. The results identified utilitarian value as the most significant factor influencing purchase intention, reflecting Generation Z consumers' emphasis on product functionality and practicality. Electronic word-of-mouth communication emerged as the central determinant of consumer behaviour, highlighting Generation Z consumers' reliance on peer-generated reviews and recommendations from opinion leaders. This study's integration of the VAB model and MADM method improves theoretical understanding, while the findings offer e-commerce platforms pertinent insights into how to effectively design and implement content strategies targeting Generation Z consumers for higher purchasing engagement.