Analyzes How Short-Form Video Apps Affects Popular Culture and People's Entertainment

Zhang, Jimin

doi:10.15405/epsbs.2022.01.02.23

Cited by 3 publications

(1 citation statement)

References 6 publications

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“…In particular, due to the outstanding characteristics of strong connectivity and low threshold, it has become an essential social language and popular culture in development. This allows people to browse short videos and obtain relevant information in fragmented time (Zhang, 2022). Through the continuous development of short videos, traffic value is also continually updated from pure entertainment to product delivery.…”

Section: Introductionmentioning

confidence: 99%

Short Videos, Big Decisions: A Preliminary Study of Tik Tok's Role in E-Commerce Consumer Behaviour

Hoi

Yin

2023

EJBMR

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This study aims to investigate the effects of short videos on consumers' purchase intention using the Stimulus-Organism-Response (SOR) model. Specifically, the study examined the impact of three stimulus variables - price level, quality, and commodity practicability - on consumers' sense of trust, pleasure, and virtual touch, which in turn influence their purchase intention. Quantitative survey questionnaires via online platforms to reach a total of 103 Tik Tok users. One-Way Analysis of Variance (ANOVA) was used to test the significance of the hypotheses. The study's findings revealed that consumers are more likely to trust and be satisfied with short videos that have high picture quality (p-value = 0.001). However, the lower price level of the product did not necessarily lead to greater trust and satisfaction (p-value = 0.635). The usefulness of the product did not significantly influence consumers' sense of pleasure (p-value = 0.052). These findings have important practical implications for marketers seeking to use short videos to promote their products. The study's results suggest that high-quality videos can help build trust and increase consumer satisfaction, but lowering prices may not necessarily have the same effect. Therefore, marketers should be cautious when using price discounts to increase consumers' trust and satisfaction.

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Section: Introductionmentioning

confidence: 99%

Short Videos, Big Decisions: A Preliminary Study of Tik Tok's Role in E-Commerce Consumer Behaviour

Hoi

Yin

2023

EJBMR

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How Motives to Use Short Video Platforms Drive Negative Effects: A Second-Order Factor Structural Model

Rayhan,

Rahman,

Ahmed

2024

J. technol. behav. sci.

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The Impact of Short-Form Video and Optimistic Bias on Engagement in Oral Health Prevention: Integrating a KAP Model

Chung,

Wang,

Meng

2024

Behavioral Sciences

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College students are recognized as a demographic particularly susceptible to higher oral health risks due to irregular and unhealthy habits. While previous research has underscored these risks through descriptive studies within this group, a significant gap persists in the literature regarding the impact of contemporary media, specifically oral-health-related content, on the engagement in oral health prevention among Chinese college students. To address this gap, this study, guided by the extended knowledge–attitude–practice (KAP) theory model, explores the direct, mediated, and serially mediated mechanisms through which exposure to oral health short-form videos on Douyin influences their participation in oral health prevention. An empirical cross-sectional online survey was conducted, with valid data (N = 421) analyzed using descriptive statistics and hierarchical regression. Mediation and serial mediation analyses were also performed using SPSS version 25.0. The analysis revealed that exposure to oral health short-form videos had a positive direct effect on both oral health knowledge and the reduction of optimistic bias among Chinese college students. Furthermore, a significant serial mediation effect of oral health knowledge and oral health attitude was identified. The findings underscore the substantial applicability and explanatory power of the extended KAP theory model in understanding engagement in oral health prevention.

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Analyzes How Short-Form Video Apps Affects Popular Culture and People's Entertainment

Cited by 3 publications

References 6 publications

Short Videos, Big Decisions: A Preliminary Study of Tik Tok's Role in E-Commerce Consumer Behaviour

Short Videos, Big Decisions: A Preliminary Study of Tik Tok's Role in E-Commerce Consumer Behaviour

How Motives to Use Short Video Platforms Drive Negative Effects: A Second-Order Factor Structural Model

The Impact of Short-Form Video and Optimistic Bias on Engagement in Oral Health Prevention: Integrating a KAP Model

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