The impact of short video factors on the purchase intention of users on the Rednote platform: Through the social capital perspective

Yawen Deng; Nutteera Phakdeephirot

doi:10.54097/gmckd230

Authors

Yawen Deng
Nutteera Phakdeephirot

DOI:

https://doi.org/10.54097/gmckd230

Keywords:

Short video, Social capital, Purchase intention

Abstract

This study examines the impact of the short video model on the Rednote platform on purchase intention through the perspective of social capital. The objectives of this study were (1) Exploring the key factors influencing purchase intention in short videos, (2) Analyze the impact of short video factors on purchase intention, and (3) Exploring the mediating role of social capital between short video factors and purchase intention. This quantitative study conducted an online questionnaire survey on users who have the habit of watching short videos on the Rednote platform. Through simple random sampling, 400 valid results were finally obtained. Data analysis was performed using SPSS, including descriptive statistics, reliability analysis, validity analysis, correlation analysis and mediation effect analysis. The final results: (1) The key factors of short videos that influence purchase intention include personalization, entertainment, and presence; (2) The three short video factors (personalization, entertainment, and immersion all have a significant positive impact on purchase intention; (3) Social capital plays a mediating role between short video factors and purchase intention, among which the indirect effect of the "personalization → social interaction → purchase intention" path is the strongest, indicating that the most important dimension is social interaction; and under the mediating role of social capital, personalization is the most important factor in promoting purchase intention through short videos.

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