The influence of short-video marketing on the purchase intentions of young female apparel consumers

Abstract

In China, short videos have experienced exponential growth, serving not only as a primary source of daily entertainment but also as a pivotal platform for brand marketing. Within the apparel industry, short-video marketing targeting young female consumers has expanded rapidly, emerging as a key channel for brand promotion and sales. This study examines the mechanisms through which short-video marketing influences consumer purchasing behavior from the perspective of young female consumers. Therefore, it contributes to the theoretical framework of short-video marketing in the apparel sector and consumer purchase intentions while offering practical strategies for apparel brands to optimize their short-video marketing efforts and insights into the future development of short-video platform. Implementing the S-O-R (Stimulus- Organism-Response) model, the study constructs a research framework and analyzes data through reliability and validity tests, regression analysis, and mediation effect analysis using SPSS. The findings provide empirical evidence on the influence of shortvideo marketing in the apparel sector. The results reveal that product functionality, video entertainment, and scenariobased content in short-video marketing significantly enhance consumers’ perceived value, which in turn positively influences purchase intentions. However, product benefits, content accuracy, and video interactivity do not have a significant impact on perceived value. Thus, brands should prioritize high-quality, innovative content by emphasizing product functionality, increasing video entertainment, and designing scenario-based content to enhance perceived value and drive purchase intentions