Correlation analysis reveals that attention behavior in sports short videos significantly influences purchase intention among youth groups, indicating the role of content appeal and KOL recommendations.
In the contemporary era characterized by the pervasive integration of digital media into young people's lives, sports short videos, leveraging their visual storytelling capabilities and inherent social attributes, have emerged as a critical touchpoint influencing youth consumption decisions. Grounded in the Theory of Planned Behavior (TPB), a theoretical model constructs in this research, encompassing "Attentional Engagement - Influencing Factors - Purchase Intention" to investigate the mechanism through which content interaction behaviors on sports short video platforms affect the consumption intentions of the youth demographic. Utilizing valid questionnaire responses as the sample dataset and employing analytical methods including descriptive statistics and correlation analysis, this study explores the relationship between young users' attentional engagement with sports short videos and their subsequent purchase intentions. The consequence demonstrates a statistically significant positive correlation between the frequency of viewing sports short videos, proactive search behavior, and account-following actions on the part of young consumers and their purchase intentions. Key influencing factors identified include content appeal, Key Opinion Leader (KOL) recommendations, and the accessibility of purchase channels. This research provides actionable insights for content creators and brand marketers operating within the sports short video ecosystem.
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Chang et al. (2025) studied this question.