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The influence mechanism of grass-planting short videos on consumers' purchase intentions
- 1 School of Humanities and Law, North China University of Technology, Beijing, China
* Author to whom correspondence should be addressed.
Abstract
With the rapid development of social e-commerce, grass-planting short videos have become an important tool for reshaping consumers' decision-making processes. This study explores how the characteristics of entertainment and emotional resonance of such short videos influence consumers' purchase intention through psychological mechanisms. By integrating the Stimulus Organism Response (SOR) model and the Elaboration Likelihood Model (ELM), a dual-path mediation framework is proposed. Data were collected via a questionnaire survey (N=106) from active users of TikTok, Kuaishou, and Xiaohongshu. Structural equation modeling and regression analysis indicate that entertainment enhances purchase intention through perceived pleasure and peripheral route processing (such as creative interactions), while emotional resonance promotes rational decision-making through perceived usefulness and central route processing (such as product comparison). The research findings offer theoretical insights into the psychological mechanisms of short video marketing and provide practical strategies for optimizing content creation and algorithmic recommendations.
Keywords
grass-planting short videos, purchase intention, entertainment, emotional resonance, SOR-ELM framework
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Cite this article
Qin,M. (2025). The influence mechanism of grass-planting short videos on consumers' purchase intentions. Journal of Applied Economics and Policy Studies,18(3),39-44.
Data availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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Journal：Journal of Applied Economics and Policy Studies
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