The Impact of Social Presence on Purchase Intentions of Knowledge Products Among Knowledge-Based Short Video Users: A Moderated Mediation Model

Despite the rapid growth of knowledge-based short videos, monetizing this content remains a significant challenge. Grounded in social presence theory, this study investigates how social presence influences users’ purchase intentions by incorporating the mediating effects of cognitive engagement and expectation, as well as the moderating effects of knowledge anxiety. Using data from 663 users of knowledge-based short videos in China, the proposed model demonstrates strong explanatory power for purchase intention (R2 = 54.6%). The findings show that social presence significantly enhances users’ intention to purchase knowledge products by fostering cognitive engagement and expectations, creating a serial mediation effect. Furthermore, knowledge anxiety positively moderates the impact of social presence on purchase intention, with a more pronounced effect for individuals with higher anxiety. This research provides a novel theoretical perspective for understanding user behavior in knowledge-based short videos and offers practical guidance for platforms and creators to enhance monetization.