Under the hit of the epidemic, an increasing number of young people exchange and purchase goods by watching and resorting to mobile short video advertisements. Therefore, it is of great significance to explore the influence mechanism of mobile short video advertising on the consumption behavior of young people. This study develops a theoretical framework including fashion, socialization, entertainment, personalization, brand, psychological needs, satisfaction, and consumption behavior using a stimulus–organism–response (SOR) theory. The data from 332 young people using mobile short video advertising revealed that psychological needs exerted significant impacts on satisfaction, mediating the advertisements, and consumer satisfaction. The attributes of advertising, including fashion, socialization, entertainment, personalization, and branding, significantly promote young people’s psychological needs and satisfaction. In addition, satisfaction affects consumer behavior, and in the same manner, fashion and brand attribute directly impact consumer satisfaction.
IntroductionDisseminating health science information via the internet has become an essential means for improving Chinese residents' health literacy, which has received constant attention from the Chinese government. Therefore, it is important to explore Chinese residents' perceived value and emotional response to mobile health science information for determining Chinese residents' satisfaction and use intention.MethodsThis study applied the cognition–affect–conation model to evaluate the perceived value, arousal, pleasure, trust, satisfaction, and continuous use intention. A mobile device was used to obtain health science information from 236 Chinese residents via an online survey and the data were analyzed using partial least squares (PLS)-structural equation modeling.ResultsThe results showed that Chinese residents' perceived value of health science information obtained using the mobile device directly affect the degree of arousal (β = 0.412, P < 0.001), pleasure (β = 0.215, P < 0.01), and trust (β = 0.339, P < 0.001). The degree of arousal (β = 0.121, P < 0.01), pleasure (β = 0.188, P < 0.01), and trust (β = 0.619, P < 0.001) directly affected Chinese residents' satisfaction, which further affected their continuous use intention (β = 0.513, P < 0.001). Similarly, trust directly affected Chinese residents' continuous use intention (β = 0.323, P < 0.001). The degree of arousal directly affected their degree of pleasure (β = 0.304, P < 0.001), and pleasure also imposed a direct effect on trust (β = 0.293, P < 0.001).DiscussionThe result of this study provided an academic and practical reference to improve mobile health science popularization information. Affective changes have imposed an important effect on Chinese residents' continuous use intention. High-quality, diversified and frequent use of health science information can significantly increase residents' continuous use intention, improving their health literacy as a consequence.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.
hi@scite.ai
10624 S. Eastern Ave., Ste. A-614
Henderson, NV 89052, USA
Copyright © 2024 scite LLC. All rights reserved.
Made with 💙 for researchers
Part of the Research Solutions Family.