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September 30, 2025Journal of Computing and Electronic Information ManagementOpen Access

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

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Authors

YDYawen DengNPNutteera Phakdeephirot

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Overview

Quantitative analysis shows short video factors boost purchase intention in users, indicating the role of social capital.

Key Points

  • Short video factors positively influence purchase intention, enhancing consumer behavior on the platform.
  • Key factors include personalization, entertainment, and immersion, with significant positive effects on consumer intent.
  • Social capital mediates the relationship between short video factors and purchase intention, highlighting interaction's importance.
  • Results stem from an online survey of 400 Rednote users, yielding insights into marketing strategies for short videos.

Cite This Study

Deng et al. (2025) studied this question.

synapsesocial.com/papers/68dc26268a7d58c25ebb3228https://doi.org/10.54097/gmckd230
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