Purchase Intention toward Nike Sportswear Products on Douyin: A Social Media Marketing Mix (6P) Perspective

Short-video social commerce has become an important setting in which sportswear consumers encounter brand information, evaluate products, and form purchase intention. This study investigates how the Social Media Marketing Mix (6P) predicts consumers’ purchase intention toward Nike sportswear products on Douyin. A quantitative cross-sectional survey was conducted among Chinese mainland consumers aged 18 or above who had used Douyin within the past three months and had encountered Nike-related content, such as short videos, live streams, advertisements, product pages, shopping links, or topic challenges. Non-probability sampling was adopted, with quota considerations used to improve respondent diversity across age, gender, and region, and snowball sampling used to expand questionnaire distribution through online social networks. The questionnaire was distributed through Wenjuanxing via WeChat, QQ, Douyin private messages, student groups, and consumer communities. A total of 612 questionnaires were returned; after excluding invalid responses, 530 valid responses were retained for analysis. SPSS was used to conduct data screening, descriptive statistics, reliability testing, KMO and Bartlett’s test, correlation analysis, multicollinearity diagnosis, and hierarchical regression analysis. The results showed that Product Strategy, Price Strategy, Promotion Strategy, People Strategy, and Process Strategy positively and significantly predicted purchase intention, whereas Place Strategy showed a positive but non-significant predictive relationship. Among the six dimensions, People Strategy had the strongest standardized coefficient, followed by Product Strategy, Process Strategy, Price Strategy, and Promotion Strategy. The findings indicate that consumers’ purchase intention toward Nike sportswear products on Douyin is shaped more strongly by credible human communication, clear product value presentation, and reliable transaction-service processes than by platform accessibility alone. This study extends the 6P marketing mix framework to Douyin-based social commerce and provides practical guidance for sportswear brands seeking to improve purchase intention through systematic social media marketing strategies.