Quantitative Model Research on the Influence of Marketing of Short Video on Consumers' Joint Consumption Intention: Based on SOR Theory and SEM Model

The marketing of short video has become an important force to promote consumption, but its internal mechanism for consumers' joint consumption intention is still unclear. Based on the SOR theoretical framework, this paper constructs a structural equation model (SEM) to analyze the impact of the marketing of short video (utility, reliability and hedonic) on consumers' joint consumption intention. It is found that the marketing of short video can significantly and positively affect consumers' psychological image and perceived value, and ultimately positively promote consumers' joint consumption intention. Further examination shows that psychological image and perceived value play a chain intermediary role in the influence of the marketing of short video on consumers' joint consumption intention. This study makes up for the lack of research on the impact of short video on consumers' joint consumption behavior, and provides management enlightenment for enterprises.