The Effect of Short Form Video Content on Consumer Purchase Intention: Focusing on TikTok

Purpose: This study analyzed the effects of short-form video content marketing and opinion leaders on consumers’ purchase intentions, targeting consumers who had experience using short-form video and preferred short-form video opinion leaders. By identifying video opinion leaders, perceived values, and consumers’ purchase intentions, we studied the characteristics of short-form video content marketing and how the factors of short-form video opinion leaders affect consumers’ purchase intentions. Research design data and methodology: To verify the research hypothesis, a survey was conducted on consumers who had watched TikTok short-form videos, and a total of 549 valid questionnaires were collected. First of all, factor analysis was conducted to secure the validity of the measurement variables among the questionnaire items, and Cronbach’s alpha values were calculated to evaluate the reliability of individual and total items in order to verify the reliability of the measurement items. second, path analysis using structured equation model were performed by describing the control variable measurement method to identify the influence relationship of the measured variables used in this study. Results: The more consumers feel credible to show a product in short-form video content during their perception process, the more content information helps them understand the product, builds trust and reliance, and believes that the product matches their expectations or conforms to their expectations; Consumers have a strong purchase intention for the product, so they can decide their purchase intention more easily. Implications: In the digital media era, consumers’ consumption habits change accordingly, and companies use short-form video tools to release different types of content to act on consumers’ perceptions, attitudes, and emotions. Alternatively, you can innovate attractive, interesting, and unique content, and introduce topics that consumers are interested in TikTok short-form videos to easily capture consumers’ psychology in a pleasant form and empathize as much as possible to influence consumers’ purchase intentions.