Investigate the Impact of Short Video on Young Consumers’ Purchasing Behavior in Taipei Through Experiment, Implications for Marketers
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https://doi.org/10.70593/978-93-49307-46-9
Keywords:
Marketing, Consumer behavior, Purchasing behavior, Social media marketing, Short video marketing, Celebrity influence, Digital marketing, Buying BehaviorSynopsis
In the age of increasingly developed technology, buying through short videos on social networking sites is no longer a new thing. The trend of selling through short videos is increasingly expanding, but not everyone achieves sales efficiency because they do not understand the purchase behavior of consumers through short videos. This study focused on evaluating the impact of short videos on consumer purchasing behavior in Taipei. The data was collected from 200 people including students and workers aged 18-35 living and working in Taipei. After analyzing and processing the data using SPSS software, the study identified video content, celebrity influence, product information, and perceived value that influenced consumers' short video purchase behavior. These results can provide important management implications for businesses and sellers in building marketing strategies that use short videos to increase influence and drive consumer purchasing decisions.
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Published
20 March 2025
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Copyright (c) 2025 Nguyen Thi Phi Nga
Details about the available publication format: E-Book
E-Book
ISBN-13 (15)
978-93-49307-46-9
Details about the available publication format: Book (Paperback)
Book (Paperback)
ISBN-13 (15)
978-93-49307-86-5
How to Cite
Nga, N. T. P. . (2025). Investigate the Impact of Short Video on Young Consumers’ Purchasing Behavior in Taipei Through Experiment, Implications for Marketers. Deep Science Publishing. https://doi.org/10.70593/978-93-49307-46-9
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