Which Matters More? A Study on the Impact of Short Video Production Modes on Users’ Purchase Intention
DOI:
https://doi.org/10.53469/ijomsr.2025.08(08).06Keywords:
Short video content production mode, Flow experience, Purchase intentionAbstract
With the continuous development of the Internet, the continuous improvement of technical level, the way of information dissemination has also developed from traditional newspapers, magazines and other paper media to Internet-based mobile media, and the interactivity is getting stronger and stronger, short video marketing is born in such an environment. Short video is an information sharing platform, and its content production mode has also developed from a social user production model to a refined professional production model. Some brands use short videos for marketing, thereby influencing users’ purchase intentions. However, with the increasing number of short videos, the continuous expansion of user groups, and the gradual increase in the requirements for short videos, short video marketing wants to further develop and grow, it is necessary to judge the time and size up the situation, according to the user group to make quality content that meets most groups, in order to promote the development of the brand. Based on the SOR model, this study uses the questionnaire survey method and uses flow experience as the mediating variable to study the influence of short video production content type on users’ purchase intention. This paper adopts the experimental design between the professional production content mode and the user production content mode to discuss how the short video production content mode affects users’ purchase intention. The results show that users’ purchase intentions for short videos generated by different short video production content models are significantly different, and the professional production content model has a greater impact on users’ purchase intentions than that of user production content models. According to the experimental results, it is suggested that enterprises and brands can produce more short video content in professional mode for product promotion, which can increase users’ willingness to buy.
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