• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
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HOME > Archive > 2024 > Volume 12 Number 4 (2024) >
JOEBM 2024 Vol.12(4): 418-423
DOI: 10.18178/joebm.2024.12.4.831

What Factors Lead Consumers to Purchase on Short Video Platforms? A Perspective of TAM

Yuwen Hu
Chongqing BI Academy, Chongqing, China
Email: SusieHu0702@163.com (Y.W.H.)

Manuscript received September 19, 2024; revised October 12, 2024; accepted November 17, 2024; published November 27, 2024.

Abstract—Nowadays, short video platforms are becoming more and more popular, and more people choose to shop on short video platforms or live streaming platforms. After reviewing prior research, we found that most of the prior research examined consumers’ purchase intention on live streaming and online context, and examined from different social media perspectives. However, little attention has been paid to short video platforms. Short video platforms are one aspect of social media but they have their characteristics and advantages. Factors impacting purchase intention on short video platforms may be different from other social media platforms. The purpose of this research is to provide some inspiration for merchants to sell on short video platforms in the future. This study uses the method of questionnaire survey, and through data analysis, we can more intuitively and truthfully reflect the factors that really affect the consumer’s consumption intention. After obtaining the final data, it can be seen that four factors of Perceived Usefulness, Perceived Ease of Use, Video Emotion Polarity, and Video Information Quality have an impact on purchase intention.

Keywords—perceived usefulness, perceived ease of use, short video, purchase intention, video emotion polarity, video information quality

Cite: Yuwen Hu, "What Factors Lead Consumers to Purchase on Short Video Platforms? A Perspective of TAM," Journal of Economics, Business and Management, vol. 12, no. 4, pp. 418-423, 2024.

Copyright © 2024 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).

 

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