Can Short- Video Work? The Effects of Use & Gratification and Social Presence on Purchase Intention: Examining the Mediating Role of Digital Dependency

This study employs use and gratification and social presence as antecedent variables to investigate their impacts on the purchase intention of the products presented in the short video. The research model was tested using structural equation modeling (SEM). Some significant findings of our empirical study include: (1) Use & Gratification and social presence significantly enhance consumers' perceived value, which subsequently positively influences their attitude towards short video content; (2) perceived value and attitude towards short videos have positive effects on digital dependency, which in turn positively impacts purchase intention. (3) Digital dependency mediates the relationship between perceived value and purchase intention, as well as between attitude and purchase intention. We concluded that the AI system algorithm increases the likelihood of users encountering videos aligned with their preferences, thereby fostering a greater digital dependency. Businesses utilizing short video marketing must enhance content quality, focusing on user engagement and social presence, to effectively attract both new and returning viewers. When users possess a strong understanding of value and attitude, algorithms can cultivate a digital dependence on video content, subsequently influencing their purchase behavior.