Journal of Social Science and Human Research Studies (JSSHRS)

How Short-Form Video Creates Consumer Value: The Role of Brand Attitude in Driving Purchase Intention on E-Commerce Platform

Viet Ha, Nguyen Thi, Phuong, Nguyen Thi

30 April 2026 · Vol. 2, Issue 4, pp. 459-469

DOI: 10.65150/EP-jsshrs/V2E4/2026-20

Abstract

This study examines the impact of short-form video marketing on consumer purchase intention in e-commerce, focusing on the mediating role of brand attitude. Grounded in the Stimulus–Organism–Response (SOR) framework and the Theory of Planned Behavior (TPB), the research explains how video-based stimuli are transformed into behavioral intentions through internal psychological processes. Data were collected from 226 Shopee users in Vietnam and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings indicate that scenario experience, perceived usefulness, and interesting content significantly influence brand attitude, which in turn has a strong positive effect on purchase intention. Brand attitude also serves as a key mediating mechanism linking short-form video stimuli to consumer behavioral outcomes. In contrast, user engagement and perceived credibility do not exhibit significant effects in this context. This study contributes to the literature by integrating SOR and TPB to explain short-form video effectiveness in e-commerce and highlights the central role of brand attitude in driving purchase intention. The results provide practical implications for optimizing video-based marketing strategies in emerging digital markets.

Keywords: Short-form video, E-commerce, Purchase intention, Brand attitude, SOR framework, Emerging markets

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Viet Ha, Nguyen Thi, Phuong, & Nguyen Thi (2026). How Short-Form Video Creates Consumer Value: The Role of Brand Attitude in Driving Purchase Intention on E-Commerce Platform. Journal of Social Science and Human Research Studies, 2(4), 459-469. https://doi.org/10.65150/EP-jsshrs/V2E4/2026-20

@article{Viet2026,
  title   = {How Short-Form Video Creates Consumer Value: The Role of Brand Attitude in Driving Purchase Intention on E-Commerce Platform},
  author  = {Viet Ha and Nguyen Thi and Phuong and Nguyen Thi},
  journal = {Journal of Social Science and Human Research Studies},
  year    = {2026},
  volume  = {2},
  number  = {4},
  pages   = {459-469},
  doi     = {10.65150/EP-jsshrs/V2E4/2026-20},
  url     = {https://doi.org/10.65150/EP-jsshrs/V2E4/2026-20}
}

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