Unveiling the Drivers of Consumer Purchase Intention in Short-Form Video Marketing

Short-video features on e-commerce platforms have become a key driver of social commerce, enhancing user engagement and purchase intention. However, user reviews of Shopee Video reveal issues such as disruptive autoplay, limited content control, and unintuitive navigation. While prior studies have examined engagement and satisfaction in general e-commerce, limited research has explored how short-video features within social commerce influence purchase intention through user engagement. This study fills that gap by analysing the factors affecting consumer behaviour toward Shopee Video. Sentiment analysis of user reviews identified common dissatisfaction themes, followed by a quantitative survey of 300 Shopee Video users in Indonesia. Using Structural Equation Modeling with the Partial Least Squares (SEM-PLS) approach, the results show that user engagement significantly mediates the relationship between system quality, information quality, and technology adoption and usefulness on purchase intention. The study extends existing models to the social commerce context, providing insights for optimizing short-video features to strengthen engagement and conversion.