Impact of Covert Advertising Characteristics in Short Video E-Commerce on Impulse Buying Behavior

With the rapid development of short video platforms and the increasing prevalence of covert advertising in digital marketing, understanding the impact of these advertising strategies on consumer behavior has become increasingly important. This study integrates the Stimulus-Organism-Response Model and the Elaboration Likelihood Model to propose a comprehensive framework to examine how emotional path factors (creativity, content congruity, and personalization) and cognitive path factors (information quality and vicarious learning) influence consumers' perceived entertainment and perceived trust, and how these perceptions subsequently affect impulsive buying. The results indicate that both emotional and cognitive factors can significantly influence perceived entertainment and perceived trust. Furthermore, perceived entertainment and perceived trust independently exert a positive impact on consumers' impulsive buying intentions. Finally, the theoretical and practical contributions are discussed.