Research on the Impact of Short Video Consumption on the Purchase Intention and Happiness of the Young and Middleaged Luxury Consumption Group

This study aims to explore the impact of short-video addiction on consumers’ purchase intention and life satisfaction, and analyze the mediating role of psychological distance. Data were collected through questionnaire surveys and empirical analysis was conducted using the structural equation model. The research results show that: (1) Shortvideo addiction significantly positively affects consumers’ purchase intention; (2) Short-video addiction significantly improves users’ life satisfaction; (3) Psychological distance plays a partial mediating role between short-video addiction and purchase intention, but the mediating effect between short-video addiction and life satisfaction is not significant. This study not only enriches the theoretical research on the use of new media and consumer behavior, but also provides an empirical basis for platforms to optimize marketing strategies, and at the same time provides practical inspiration for guiding users to use short videos reasonably and improve digital well-being.