Research on the impact of psychological factors in short video platforms on consumer purchasing decisions : based on the perspective of digital management, taking China's Douyin as an example

Abstract

This study uses Douyin as a case to explore how digital management practices—specifically inventory management, coupon settings, and image recognition—influence consumers' purchase decisions through psychological factors such as instant gratification, the scarcity effect, the urgency effect, and perceived convenience. An analytical framework based on the Stimulus-Organism-Response (SOR) model is constructed, and structural equation modeling (SEM) is applied to examine the relationships between the independent variables (digital management practices), mediating variables (psychological factors), and the dependent variable (purchase decision). The results confirm the validity of all hypotheses. Inventory management, coupon settings, and image recognition positively affect consumer purchase decisions through psychological factors, which play a critical mediating role. Further analysis reveals that the combination of inventory management and instant gratification has the most significant impact on purchase decisions