Can Short Videos Work? The Effects of Use and Gratification and Social Presence on Purchase Intention: Examining the Mediating Role of Digital Dependency

The main purpose of this study is to examine how use and gratification and social presence might influence the purchase intention of the products presented in the short videos, mediated by perceived value, attitude, and digital dependency. The research model was constructed using structural equation modeling (SEM) and was tested by using the LISREL technique. Some significant findings of our empirical study include the following: First, use and gratification and social presence significantly enhance consumers’ perceived value, which subsequently positively influences their attitude towards short video content. Second, perceived value and attitude towards short videos have positive effects on digital dependency, which consequently enhances purchase intention. Third, digital dependency mediates the relationship between perceived value and purchase intention, as well as between attitude and purchase intention. We concluded that the AI system algorithm increases the likelihood of users encountering videos aligned with their preferences, thereby fostering a greater digital dependency. Businesses utilizing short video marketing must enhance content quality, focusing on user engagement and social presence, to effectively attract both new and returning viewers. When users possess a strong understanding of value and attitude, algorithms can cultivate a digital dependence on video content, subsequently influencing their purchase behavior.