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September 29, 2025International Journal of Global Economics and ManagementOpen Access

The Impact of Perceived Intrusion on Consumers' Purchase Intention in Short Video Product Placement Advertising

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Authors

YLYuya LiuGuangdong University of Foreign StudiesSYShapoval D. YeGuangdong University of Foreign Studies

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Implication

This study demonstrates the negative impact of perceived intrusion on purchase intention in short video ads, implying mediating roles of psychological resistance and personal involvement.

Key Points

  • Perceived intrusion negatively impacts purchase intention significantly, leading to lower consumer engagement.
  • The mediation effect shows psychological resistance and personal involvement help explain how intrusion influences purchase decisions.
  • Using a chain mediation model highlights the interdependence between psychological factors affecting consumer behavior in advertising.
  • This research enriches existing theories of advertising effectiveness and offers practical insights for brands utilizing short video formats.

Cite This Study

Liu et al. (2025) studied this question.

synapsesocial.com/papers/68da58d1c1728099cfd10d6chttps://doi.org/10.62051/ijgem.v8n2.01
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Also Consider

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