Effects of Short-Form Influencer Types on Purchase Intention

With the rapid development of mobile internet technology and the widespread use of smart devices, short-form video marketing has gradually expanded and become an important tool influencing consumer purchase decisions. This study examined how different influencer types (ordinary influencers versus celebrity influencers) affect purchase intentions through identification. The analysis considered product involvement (low versus high) and country (South Korea versus China). An experimental study was conducted with 260 consumers from China and South Korea. The PROCESS analysis showed that influencer type significantly affected the degree of identification. Identification had a positive effect on purchase intention and competitively mediated the relationship between influencer type and purchase intention, such that the indirect effect through identification operated in the opposite direction to the direct effect. Product involvement significantly moderated the direct path from influencer type to purchase intention. Differences between celebrity and ordinary influencers were more pronounced for high-involvement products. Country also moderated the path from identification to purchase intention. The effect of identification on purchase intention was stronger among Chinese consumers compared to Korean consumers. By examining the differences in influencer type, product involvement, and country in short-form video marketing, this study provides practical insights into influencer marketing strategies.