Statistical Analysis of the Impact of Short Video Marketing on

Consumers' Purchase Intention

Lihan Chen

College of Mathematics and Statistics, Northeastern University at Qinhuangdao, Qinghuangdao, Hebei, 066003, China

Keywords: Short Video Marketing, Consumer Purchasing Behavior, Brand Recognition.

Abstract: With the rapid development of digital technology, short video platforms have gradually come to occupy the

core position of brand marketing. However, short video marketing faces challenges in terms of traffic

conversion, content quality, and homogenization, and based on this. The purpose of this research is to make

up for the difference in theoretical and practical aspects. This study employs a combined methodology of

questionnaire surveys and empirical testing to systematically deconstruct the mechanistic pathways through

which the technological features of Video-on-Demand (VOD) services influence consumer purchasing

behavioral tendencies, Pearson Correlation Analysis, Regression Model and Factor Analysis. Based on the

reliability analysis, Cronbach's alpha is above 0.8, which means that the data is reliable. Among them, the

consistency of practical information, cultural connotation, and celebrity image is particularly prominent in

driving consumer decision-making. In addition, the in-depth dissemination of short videos and corporate

brand culture can effectively enhance consumer trust and brand recognition.

1 INTRODUCTION

In today's technological progress, the traditional

novels, pictures and text as a representative of digital

media entertainment have been unable to meet the

needs of people's lives. Short video platforms are also

emerging, and the traffic liquidity modes such as

advertisements and live broadcasts are continuously

innovated. Their high-quality content is bringing

more business opportunities and value dividends to

brands (Wang, 2020). Since 2014, short video

platforms have risen rapidly and gradually become

popular, bringing new experiences and feelings to

users. User engagement on short video platforms is

significantly higher than that of traditional social

media (Voorveld et al., 2018), a phenomenon closely

related to Gen Z consumers' preference for visual,

interactive content (Djafarova & Bowes, 2021).

Under this trend, technological progress has brought

about changes in content production models,

communication methods, and audience acceptance

habits, while intensified market competition has led

to the gradual fading of traffic dividends (Liu 2022).

Many brands are promoting myopic frequency, but

https://orcid.org/0009-0004-3080-8956

they also face a lot of problems, such as short video

traffic conversion rate being very low, the content

obtained by Yao (2018) through data and literature

analysis is inferior and vulgar, Li &Wang (2021) has

too much homogeneous content through data and

literature analysis, and Nilobar & Zheng (2021)

highlight the inherent dilemmas in short video content

creation under capital and algorithmic pressures, and

the trust crisis caused by lack of supervision, Elti &

Zheng (2021) has obtained the monopoly crisis under

capital operation through the analysis of existing

literature data. So, how to affect the customer's

buying intent in the short video marketing is a subject

worth further research. Based on these, the author

makes an analysis of the video style, discusses the

spread level of Music Video (MV), and researches the

influence of MV on customers's perception and

buying intention.

2 RESEARCH DESIGN AND

EMPIRICAL TESTING

This article did a study by means of a conventional

questionnaire. Among the major possible variables

Chen, L.

Statistical Analysis of the Impact of Short Video Marketing on Consumers’ Purchase Intention.

DOI: 10.5220/0013815300004708

Paper published under CC license (CC BY-NC-ND 4.0)

In Proceedings of the 2nd International Conference on Innovations in Applied Mathematics, Physics, and Astronomy (IAMPA 2025), pages 129-133

ISBN: 978-989-758-774-0

129

are the Video-on-Demand (VOD) system's message

quality, the short video content, the video style, and

the short video operation method. Based on the

empirical framework of Kim and Ko (2012) on social

media operation strategies, this study further

optimizes the measurement dimension of short video

operation methods, covering innovative strategies

such as gamified advertising and influencer

cooperation. Formal questionnaires are distributed

through professional online questionnaire platforms

and online social platforms for sample data collection.

The report consists of three parts. One is about

personal data, the second part is consumers'

perception of the information quality, short video

content, the third chapter discusses how the star effect

affects customer's shopping intention through brand

effect. A total of 300 questionnaires were sent, with a

1:1 ratio of men to women.

On this basis, through Pearson correlation

analysis, regression analysis, factor analysis and other

means, to study how short video advertising

communication through the customer's effective

impact, thus promoting buying desire. In order to

further verify the visual appeal of short video

keyframes, the eye tracking technology of Wang and

Kim (2021) can be used to analyze the user's attention

distribution of color and dynamic elements. In

addition, AR technology (augmented reality) and

gamification elements can be combined in interactive

advertising design, and Xu and Sundar (2023) have

experimentally demonstrated that such designs can

significantly improve users' immersion and purchase

intention (β=0.29, p<0.01)

3 RESULT

3.1 Validity and Reliability Verification

When the squared values of the simple correlation

coefficients generally exceed those of the partial

correlation coefficients, and the KMO (Kaiser-

Meyer-Olkin) measure approaches 1, this indicates

significant correlations among the variables, making

it appropriate to perform factor analysis. Conversely,

if the values progressively approach 0, it reveals that

the associations between them are not strong.it

suggests minimal mutual influence between

variables, rendering the data unsuitable for factor

model analysis. Table 1 shows the KMO values for

this study and the approximate chi-square.

The validity analysis results demonstrate that the

structural validity of the research data meets optimal

criteria: The Kaiser-Meyer-Olkin (KMO) measure of

sampling adequacy reached 0.931 (>0.9 threshold),

and Bartlett's test of sphericity showed statistically

significant results (p < 0.001), confirming the

suitability of the data for factor analysis. Through

principal component analysis, six key factors with

eigenvalues exceeding 1 were extracted, collectively

accounting for 73.17%.of the total variance,

indicating strong explanatory power of the

constructed model.Among them, the factor loadings

of "Short Video Content" (Factor 3, loadings 0.763 -

0.867) and "Consumer Attitude" (Factor 1, loadings

0.756 - 0.864) are relatively high, verifying the

rationality of the scale design.

Table 1: KMO Test Results

KMO test and Bartlett test

KMO value 0.931

Bartlett

sphericity

test

Approximate chi-square 6158.578

df 351

P 0.000***

Note: ***, **, and * represent the significance levels o

1%, 5%, and 10%, respectivel

The research was done with SPSS 26.0 software

after the data processing stage. The Cronbach alpha

ratio was 0,941 as shown in Table 2 and all Adjusted

Item-Sum Correlations (CITCs) were greater than

0.4. Notably, no significant increase in the α

coefficient was observed even when deleting any

single measurement item. These results demonstrate

high internal consistency of the questionnaire and

excellent data reliability.

Table 2: The Influence of different short video advertisement content on consumption intention

The average

after the item

is delete

The variance

after the item is

remove

The relevance of the

deleted item to the overall

after the item was delete

Cronbach's α

coefficient after the

term is remove

8. How much does the different content o

short video ads affect your willingness to

spend? - Make teasers (e.g. movie trailers,

roduct sales trailers)

86.891 478.735 0.641 0.939

9. Introduce the product itself (e.g. Xiaomi

rand features

)

86.894 487.939 0.481 0.94

IAMPA 2025 - The International Conference on Innovations in Applied Mathematics, Physics, and Astronomy

130

Table 2: The Influence of different short video advertisement content on consumption intention (cont.).

The average after

the item is

delete

The variance after

the item is

remove

The relevance of the

deleted item to the overall

after the item was delete

Cronbach's α

coefficient after the

term is remove

10. Introduce how to use it (such as the

inline control headphones of Xiaomi

mobile

hones

)

86.844 485.051 0.533 0.94

11. Storytelling (e.g. Coca-Cola's magic

story)

86.81 487.192 0.517 0.94

12. Do activities (e.g. Disney-themed

events)

86.857 484.911 0.548 0.94

The correlation between the deleted items in 9-12

and the overall after deletion was greater than 0.4, and

there was no significant change in Cronbach's α

coefficient after deletion

3.2 Correlation Characteristics

Between Variables

Pearson correlation analysis showed that the five

core variables of short video marketing (the degree of

influence of content consumption intention, the

degree of influence of style purchase intention, the

degree of influence of techniques, the degree of

influence of celebrity effect,it has good correlation

with customer satisfaction (P < 0.001), and the

correlation range is 0.33 to 0.528.

Table 3: Pearson correlation was used to analyze the results

The degree of influence

of content consumption

intention

The degree to which

the willingness to buy

is influenced by style

The degree o

influence of the

manipulation

The degree o

influence of the

celebrity effect

Attitude

The degree of influence

of content consumption

intention

1(0.000***) 0.33(0.000***) 0.507(0.000***) 0.43(0.000***) 0.427(0.000***)

The degree to which the

willingness to buy is

influenced b

0.33(0.000***) 1(0.000***) 0.528(0.000***) 0.437(0.000***) 0.448(0.000***)

The degree of influence

of the manipulation

0.507(0.000***) 0.528(0.000***) 1(0.000***) 0.497(0.000***) 0.499(0.000***)

The degree of influence

of the celebrity effect

0.43(0.000***) 0.437(0.000***) 0.497(0.000***) 1(0.000***) 0.436(0.000***)

Attitude 0.427(0.000***) 0.448(0.000***) 0.499(0.000***) 0.436(0.000***) 1(0.000***)

Note: ***, **, and * represent the significance levels of 1%, 5%, and 10%, respectivel

As Table 3, the correlation between the degree of

influence of tactics and consumer attitudes was the

strongest (r=0.499), indicating that the innovation of

short video operation methods (such as hot topic

interaction and brand integrated packaging) had a

significant driving effect on consumer attitudes.

The correlation between celebrity effect and

content consumption intention was high (r=0.43),

indicating that the consistency of celebrity image and

advertising content can effectively improve users'

content attention.

3.3 Linear Regression Models of

Consumer Attitudes

Based on the results of linear regression, it can see

that the four dimensions of VRT (content consuming

intent, fashion preference, operating mode, and

celebrity influence) are significantly positively

influenced by Tables 4 and 5 (p < 0.01){as shown in

Table 4}, the model goodness of fit R²=0.347,

adjusted R²=0.339, and F test was significant

(F=42.066, p<0.001), which was as follows:

The standardization coefficient of the influence of

operational methods was the highest (β=0.222),

indicating that the innovation of operational strategies

(such as gamified ad placement and influencer

cooperation) was the most critical factor in improving

consumer attitudes.

Style preference (β=0.202) and content

consumption intention (β=0.178) were the second,

indicating that the creative style (e.g., humor, cultural

atmosphere) and practical content (e.g., product

Statistical Analysis of the Impact of Short Video Marketing on Consumers’ Purchase Intention

131

preview, usage method) of short videos have a

continuous impact on consumer attitudes.

The formula of the model is:

𝐴𝑡𝑡𝑖𝑡𝑢𝑑𝑒 =

0.542 0.197𝑋1 0.214𝑋2 0.218𝑋3 0.173𝑋4 (1)

Among them, X1X1 to X4X4 represent the

influence of content, style, technique, and celebrity

effect, respectively.

Table 4: Linear regression analysis results n=321

Non-normalized

coefficients

Normalizatio

n facto

t P VIF R²

Adjust

R²

B standard erro

Beta

constant 0.542 0.22 - 2.467 0.014** -

0.347 0.339

F=42.066

P=0.000***

The degree of influence of content

consumption intention

0.197 0.06 0.178 3.284 0.001*** 1.427

The degree to which the willingness

to buy is influenced by style

0.214 0.058 0.202 3.668 0.000*** 1.469

The degree of influence of the

mani

ulation

0.218 0.06 0.222 3.665 0.000*** 1.780

The degree of influence of the

celebrity effect

0.173 0.06 0.161 2.901 0.004*** 1.482

endent variable: Attitude

Note: ***, **, and * re

resent the si

nificance levels of 1%, 5%, and 10%, res

ectivel

In view of the limitations of the current linear

regression model goodness-of-fit R² of only 0.339,

the three dimensions of theoretical construction,

method innovation and practical strategy were

systematically optimized. At the theoretical level, the

existing model can only explain 33.9% of the

variation of purchase intention, exposing the neglect

of key variables such as consumer psychological

distance and algorithm recommendation mechanism,

so it is recommended to introduce the SOR theoretical

framework to construct a chain mediation model of

"content characteristics→ perceived value →

purchase intention", and include product involvement

as a moderating variable, and verify the interaction

effect between variables through the Bootstrap

method. At the methodological level, a hybrid

research design can be adopted, combined with

questionnaire survey and eye tracking technology,

Hotspot Analysis 3.2 software can be used to analyze

the visual attractiveness of short video keyframes, and

the panel data state space model can be established,

the SURE estimator can be used to deal with the

cross-section-dependent problem, and a 6-month

observation period can be set to capture the

attenuation trajectory of purchase intention. In terms

of practical strategies, it is recommended to construct

a dynamic content matrix, determine the optimal ratio

of utility (40%), entertainment (30%), cultural (20%),

and public welfare (10%) through A/B testing,

develop a UGC incentive model to calculate the ROI

threshold of KOL cooperation, and apply AIGC

technology to improve creative production efficiency,

but it is necessary to control the AI perception within

15% to avoid a trust crisis. Follow-up research can

further reveal the mechanism of short video

marketing effect by integrating machine learning

algorithms and structural equation models to

construct multimodal prediction equations including

neuroscience indicators.

4 CONCLUSION

Based on the results of questionnaire surveys and the

use of integrated model theory, this paper extracts

three main characteristics of short video marketing

influencing consumers through interviews and

relevant data and conducts an empirical study on how

these three characteristics affect consumer behavior.

The results show that the information quality, short

video content, video style. Both the architecture of

video platforms and the interaction mechanisms of

short-form video content exert significant positive

effects on product sales performance. Consumer

perceived value effectively enhances purchase

decision-making intentions. Based on these empirical

research findings, it is suggested that brands should

strengthen the innovation of operational methods in

short video marketing, such as designing interactive

ads based on hot topics, or improving user

engagement through gamification; Pay attention to

the practicality of content and the diversity of styles,

balance creative entertainment and rigorous

practicality to meet different consumer preferences;

Make reasonable use of the celebrity effect, choose

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spokespersons who are in line with the brand tonality,

and enhance the user's sense of trust; Optimize the

quality of short video information, enhance brand

image through public welfare content or cultural

narratives, and indirectly promote purchase intention.

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