See It, Want It, Buy It: Examining a Dual-Mediation Model for Impulse Buying Behavior in Short-form Video E-Commerce

Abstract As users scroll through short-form video content, surrounding external cues drive impulse purchases in video e-commerce. This research examines specific external stimuli (self-congruity, fear of missing out, gamification, and word-of-mouth) through the Stimulus–Organism–Response framework. A dual-mediation model is introduced to explain that these stimuli trigger impulse buying behavior by heightening perceived value and emotional arousal. Using Partial Least Squares Structural Equation Modelling to analyze 796 Shopee users in Indonesia, we find that all four stimuli raise users’ perceived value and emotional arousal, encouraging users to make impulse purchases. Via dual-mediation, we find clue-specific pathways indicating that self-congruity cues and word-of-mouth cues primarily influence emotional arousal, whereas missing-out cues and gamification elements primarily influence perceived value. Among these four variables, emotional arousal exerts the strongest influence on impulse buying behavior, highlighting the importance of emotion in impulse buying decisions. In conclusion, this study expands knowledge of short-form video commerce and provides actionable guidance to improve the design of shopping and commercial video content to maximize user value.