THE INFLUENCE OF SHORT VIDEO MARKETING ON CONSUMERS PURCHASE BEHAVIOUR: MEDIATING ROLE OF FLOW EXPERIENCE AND MEDIA DEPENDENCE

Abstract

This study investigates the influence of short video marketing on consumer purchasing behaviour, focusing on the mediating roles of flow experience and media dependence. As e-commerce platforms such as TikTok and Kuaishou increasingly shape consumer interactions, understanding their impact on buying decisions has become essential for marketers and scholars alike. The research draws upon Flow Theory and Media System Dependency Theory, employing these frameworks to analyse quantitative survey data collected from 503 participants in north-eastern China. The methodology integrates structural equation modelling (SEM) and confirmatory factor analysis (CFA) to validate measurement constructs and explore causal relationships among variables. The results indicate that short video marketing significantly shapes purchase decisions, both directly and indirectly. Notably, habitual engagement with media platforms emerged as a stronger predictor of buying intention than overall user experience. These insights contribute to theory by linking emotional and behavioural dimensions within digital marketing contexts and offer practical guidance for marketers seeking to enhance consumer engagement through strategies that foster lasting connections and memorable experiences.