The Study on the Influence of Evaluation-Based Short Videos on the Purchase Intention of Generation Z Consumers

Yuzhen Lu; Haiyue Jiang

ผู้แต่ง

Yuzhen Lu Rangsit University
Haiyue Jiang Rangsit University

คำสำคัญ:

Evaluation-based short videos, Generation Z, KOLs, KOCs, Perceived trust, Purchase intention

บทคัดย่อ

This research examines how the characteristics of evaluation-based short videos can enhance Generation Z consumers' trust and investigates whether there are differences of trust-building between Key Opinion Leaders (KOLs) and Key Opinion Consumers (KOCs), which in turn affect consumers’ purchase intentions. Based on S–O–R theory, this study employed a quantitative approach to analyze the effects of short-video information quality, evaluator credibility, interactivity, and perceived trust on the purchase intentions of Generation Z consumers. Data were collected via a questionnaire, yielding 348 valid responses. The findings indicate that information quality, evaluator credibility, interactivity, and consumers’ perceived trust in evaluation-based short videos all have a significant positive impact on the purchase intentions of Generation Z consumers. It was also found that consumers’ perceived trust plays a partially mediating role. Key Opinion Leaders (KOLs) exerted a stronger direct influence on Generation Z consumers’ purchase intentions than Key Opinion Consumers (KOCs). However, KOLs influence Generation Z consumers’ purchase intentions through the mediating effect of perceived trust more strongly than KOCs. The conclusions of this study provide a useful reference for brands and content creators seeking to optimize evaluation-based short-form video content and enhance user trust.

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