Journal of Social Science and Human Research Studies (JSSHRS) · Research article · Open access
How Short-Form Video Creates Consumer Value: The Role of Brand Attitude in Driving Purchase Intention on E-Commerce Platform
Nguyen Thi Viet Ha, Nguyen Thi Phuong
30 April 2026 · Vol. 2, Issue 4, pp. 459-469
DOI: 10.65150/EP-jsshrs/V2E4/2026-20
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What is this article about?
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.
Article at a glance
- Published
- 30 April 2026
- Volume / issue / pages
- Vol. 2, Issue 4, pp. 459-469
- ISSN
- 3051-3561 (online) · 3051-3553 (print)
- Licence
- CC BY 4.0 — free to read and reuse with attribution
- Peer review
- Double-blind, at least two independent reviewers
- Publisher
- EP Journals Group
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
Cite this article
Nguyen Thi Viet Ha, & Nguyen Thi Phuong (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{Nguyen2026,
title = {How Short-Form Video Creates Consumer Value: The Role of Brand Attitude in Driving Purchase Intention on E-Commerce Platform},
author = {Nguyen Thi Viet Ha and Nguyen Thi Phuong},
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}
}Questions about this article
Who wrote this article?
Nguyen Thi Viet Ha, Nguyen Thi Phuong.
Where and when was it published?
In Journal of Social Science and Human Research Studies, Volume 2, Issue 4, pages 459-469, published by EP Journals Group on 30 April 2026.
Is this article free to read?
Yes. It is open access under a Creative Commons Attribution 4.0 (CC BY 4.0) licence, so anyone can read, share and reuse it with attribution.
What is the DOI of this article?
10.65150/EP-jsshrs/V2E4/2026-20 (https://doi.org/10.65150/EP-jsshrs/V2E4/2026-20).
How do I cite this article?
APA: Nguyen Thi Viet Ha, & Nguyen Thi Phuong (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
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