How Short-Form Video Creates Consumer Value: The Role of Brand Attitude in Driving Purchase Intention on E-Commerce Platform
Authors: Nguyen Thi Viet Ha; Nguyen Thi Phuong
Journal: Journal of Social Science and Human Research Studies (JSSHRS)
Published: 2026-04-30 · Volume 2, Issue 04, 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 stim