“Good shopping decisions” or “selling goods” – the impact of short video marketing models on consumer purchasing behavior

Purpose The rapid rise of short video platforms has established short video marketing as a crucial strategy for traffic acquisition and profit generation. This study systematically examines how two primary marketing models – “good shopping decisions” (GSD) and “selling goods” (SG) – affect consumer purchasing behavior, along with their underlying mechanisms and causal pathways. Design/methodology/approach This study analyzes the impact mechanisms of GSD and SG on consumer purchasing behavior using a fixed-effects model. The robustness of the findings is confirmed through endogeneity tests and robustness checks. By incorporating product heterogeneity analysis, the study further explores how the two models affect consumer behavior across different product categories. Furthermore, the generalizability of the findings is validated through a cross-platform comparison of Douyin and Kuaishou datasets. Findings First, GSD is more effective than SG in enhancing purchase intentions, and this finding remains consistent across endogeneity and robustness tests. Second, GSD attracts users through entertaining content but exhibits lower conversion rates, while SG leverages intuitive displays and targeted marketing to achieve higher conversion effectiveness. Third, SG builds trust via bloggers’ professional image and social endorsements, while GSD fosters long-term brand identity by establishing emotional connections. Finally, GSD is more suitable for functional products with clear usage scenarios but is less effective for those emphasizing immediate experience and visual appeal. Practical implications This study offers actionable insights for businesses to optimize marketing strategies, strengthen brand identity and enhance sales performance across different product categories. These findings contribute to improved marketing efficiency and resource allocation. Originality/value By systematically examining the impact of different short video marketing models on consumer purchasing behavior, this study addresses a notable gap in the literature and contributes to the theoretical understanding of consumer behavior in social media environments.