The stimulus‒organism‒response frameworkThis examine adopted the S-O-R paradigm in framework building for 3 causes. Firstly, though the S-O-R paradigm was initially used in the discipline of environmental psychology, marketing analysis has additionally proven that customers’ consumption habits is influenced by environmental stimuli (Eroglu et al., 2003; Mazaheri et al., 2011). Chinese individuals are dominated by collectivism in a multicultural social atmosphere and are notably delicate to numerous environmental factors (Shobeiri et al., 2018). Therefore, the S-O-R paradigm can be utilized to check the response of Chinese shoppers to short video stimuli. Secondly, underneath the S-O-R paradigm, when shoppers obtain multi-sensory enter from the exterior atmosphere, their inner state additionally impacts their habits. Some research use the S-O-R paradigm to clarify shopper habits underneath varied exterior environmental stimuli, ensuing in sure predictions (Russell and Mehrabian, 1974; Wu et al., 2019; Ebru et al., 2023). Therefore, the S-O-R mannequin can be utilized to clarify the relationship between persona notion, shared worth creation, and purchase intention on short video platforms. Thirdly, with the steady enlargement and deepening of short video platforms in China, finding out which persona notion can seize shoppers’ true intentions, meet their inner wants, and additional improve their willingness to purchase items by means of short video platforms has excessive analysis and sensible significance (Chai et al., 2017; Li et al., 2019; Eroglu et al., 2003; Imene and Lolwah, 2023). Therefore, this examine is appropriate for making use of the S-O-R paradigm to look at the relationship between persona notion and purchase intention on short video platforms. Finally, the S-O-R paradigm is an efficient and direct method adopted in this examine to look at the influence of persona notion (S) by means of shared worth creation (O) on shoppers’ purchase intention (R) on short video platforms.Hypothesis improvementPorter and Kramer outlined shared worth as follows: The “insurance policies and working practices that improve the competitiveness of an organization whereas concurrently advancing the financial and social circumstances in the communities in which it operates” (Porter and Kramer, 2011). According to this definition, the interplay between short video influencers and viewers by means of formal channels constitutes shared worth creation. Studies have proven that belief can promote interactions between influencers and viewers in e-commerce (Chang and Chen, 2008). Wongkitrungrueng and Assarut (2020) have additionally confirmed that prospects’ belief in a vendor is positively correlated with their engagement. In addition, credibility performs a vital role in viewers’ optimistic attitudes towards influencers (Belanche et al., 2021). Therefore, short video influencers strengthen their credibility to achieve viewers’ belief, which is conducive to selling shoppers’ participation in interplay and shared worth creation. In addition, credibility has an influence on shoppers’ purchase intention. Weismueller et al. (2020) discovered that supply credibility considerably enhances shoppers’ purchase intention. In an identical method, determination use and energetic use intention regarding gamified e-commerce web sites affect viewers’ buyback intention (Aparicio et al., 2021). Hence, short video platforms improve their credibility by means of actual influencers and work to make sure viewers have a optimistic angle towards utilizing them, which will increase product gross sales and financial contributions. When viewers can create jobs for themselves by persevering with to make use of short video platforms to make movies, in addition they make nice contributions to society. Based on this, the following hypotheses are proposed:H1: Credibility has a major optimistic influence on shared worth creation.H2: Willingness to make use of has a major optimistic influence on shared worth creation.Shared worth creation requires platforms to convey acceptable info to viewers by means of short movies. Regarding the vital role of info, myriad educational research have been carried out. For instance, Hartono et al. (2010) illustrated that the high quality of shared info impacts the efficiency of an operational provide chain and then improves general agency efficiency. Kim et al. (2021) additionally confirmed that certified info and providers have a optimistic influence on buyer satisfaction and in the end improve buyer loyalty. This enchancment in agency efficiency and buyer loyalty may be considered an embodiment of shared worth creation; thus, shared worth creation can also be positively affected by the high quality of info offered by a platform. Therefore, what traits ought to info convey to have a optimistic influence on shared worth creation? Chang (2018) proposed that top perceived info consistency is significant for the success of manufacturers. In addition, Shamala et al. (2017) demonstrated that objectivity, completeness, reliability, and verifiability have a major influence on the high quality of info assortment in info safety danger administration and can information practitioners to make efficient plans and attain profitable selections. Chu et al. (2018) have additionally used completeness, relevance, and accuracy as the standards for judging info high quality. Accordingly, primarily based on the above analysis and the traits of short movies, we argue that the info offered by short video platforms ought to convey the traits of consistency, completeness, and readability. Clarity can also be an vital issue for any platform to think about as a result of the info offered by short video platforms must be expressed with readability and ease, which is conducive to viewers’ understanding thereof and impacts shared worth creation. Based on this, the following hypotheses are proposed:H3: Consistency has a major optimistic influence on shared worth creation.H4: Completeness has a major optimistic influence on shared worth creation.H5: Clarity has a major optimistic influence on shared worth creation.Shared worth creation is influenced not solely by the platform itself but in addition by the emotional factors amongst viewers. For short video platforms, short video influencers are the most in a position to affect viewers’ feelings. The “similar-to-me” impact (Cotter, 2011) reveals that people are extra doubtless to reply to others whom they deem just like themselves. Similarity to others helps generate empathy (Bornet and Brangier, 2016). Moreover, empathy is positively correlated with general company social accountability in addition to the related social and environmental factors (Chourou et al., 2021). In a brand new relationship, customer-perceived relationship empathy additionally contributes to elevated belief (Mangus et al., 2020). Therefore, when viewers on short video platforms discover similarities with influencers, they’re extra more likely to have a positive impression thereof, producing empathy and contributing to shared worth creation. Via empathy and similarity, viewers are higher in a position to perceive and belief influencers, higher selling steady relations between these two events and thereby contributing to society and the financial system.Viewers’ affection for short video influencers is equally vital. Akarsu et al. (2020) have demonstrated that the likability of Airbnb impacts the willingness of customers to go to it once more and suggest it. Teng and Tsai (2020) additionally confirmed that tour chief likability without delay straight impacts viewers’ worth cocreation habits and not directly impacts it by means of the middleman influence of tour chief attachment. Influencers with extra likability on short video platforms could make viewers acknowledge related elements of themselves, decreasing the sense of distance between them, which performs a optimistic role in shared worth creation. Chen et al. (2020) have indicated the significance of analysis on shared worth creation from a public perspective, as this contributes to the improvement of shared worth creation from the views of the public and organizations. Likability, empathy, and similarity are salient variables in the analysis on shared worth creation from the perspective of viewers’ emotional factors. Therefore, we propose that likability, empathy, and similarity contribute to shared worth creation. Based on this, the following hypotheses are proposed:H6: Likability has a major optimistic influence on shared worth creation.H7: Empathy has a major optimistic influence on shared worth creation.H8: Similarity has a major optimistic influence on shared worth creation.As a brand new kind of on-line purchasing, purchasing on short video platforms has step by step attracted the consideration of shoppers in latest years. To additional improve shoppers’ purchase intention on short video platforms, it’s notably vital to discover the antecedents thereof on short video platforms. The antecedents of steady use intention have thus attracted educational consideration. Li et al. (2018) have famous {that a} platform ought to create a heat atmosphere that may promote emotional improvement between its viewers and customers to advertise the purchase intention of the latter. Shang et al. (2017) additionally confirmed that shopper resonance on social networking websites has a major optimistic influence on shoppers’ purchase intention and that this phenomenon originates with sellers who launch acceptable product info on social networking websites whereas actively interacting with shoppers by means of acceptable channels. Fan et al. (2020) have additionally proven that cellular stay video interactivity improves customers’ identification with influencers and their expertise when watching stay movies, thereby selling customers’ steady use intention. In sum, to enhance customers’ purchase intention, short video platforms should present acceptable merchandise and have adequate formal channels for interacting with audiences and promoting extra merchandise to appreciate financial contributions. In addition, in addition they should be capable to stabilize their emotional relationships with audiences to create higher social contributions. Such financial and social contributions embody shared worth creation; thus, shared worth creation generates and will increase viewers’ purchase intention. Based on this, the following assumption is proposed:H9: Shared worth creation has a major optimistic influence on purchase intention.The regulatory focus has two varieties: promotion focus and or prevention focus. When people are promotion-focused, they pay extra consideration to optimistic outcomes. When people are prevention-focused, they pay extra consideration to the damaging outcomes they need to keep away from (Higgins et al., 2001). The educational group has carried out many research primarily based on the principle of regulatory focus. For instance, Kim et al. (2012) have indicated that the affect of CSR actions on shoppers’ attitudes and purchase intention is determined by the kind of hope impressed by CSR ads. While CSR ads that describe the damaging state of the present atmosphere and present how the contrasting enhancements attributable to CSR actions can set off prevention hope, these describing a optimistic future picture could generate promotion hope. Similarly, Zhang (2016) has discovered that customers with a excessive diploma of narcissism (promotion focus orientation) have a powerful purchase intention for merchandise presenting promotion-focused ads however that customers with a low diploma of narcissism (prevention focus orientation) have a powerful purchase intention for merchandise presenting prevention-focused ads. Thus, based on regulation focus principle and the above analysis conclusions, when a short video platform arouses prevention hope through shared worth creation and by delivering avoidable damaging info to shoppers, it stimulates the purchase intention of prevention-focused shoppers. When optimistic info is delivered to shoppers and arouses promotion hope, it higher stimulates the purchase intention of promotion-focused shoppers. Based on this, the following hypotheses are proposed:H10: Regulatory focus performs a moderating role between shared worth creation and purchase intention.H10a: When shared worth creation displays optimistic outcomes, the purchase intention of promotion-focused shoppers turns into stronger than that of prevention-focused shoppers.H10b: When shared worth creation displays damaging outcomes that should be averted, the purchase intention of prevention-focused shoppers turns into stronger than that of promotion-focused shoppers.Moreover, the mediating role of shared worth creation could also be moderated by social presence. When Short et al. (1976) first proposed social presence, they steered that social presence is the diploma to which an individual is considered a “actual particular person” and his or her perceived diploma of reference to others in communication by means of media. The sense of presence performs an vital role in communication and interplay. Similarly, social presence has an vital influence on the interplay and belief between on-line purchasing platforms and customers. Due to their lack of shopper belief, many newly opened on-line shops find yourself failing. Further exploring the affect of social presence, Ogonowski et al. (2014) have discovered that customers usually tend to belief a web site if it affords the impression of a excessive degree of social presence. In addition, when verifying the belief scale with the 4 dimensions of integrity, predictability, capacity, and benevolence in the digital product atmosphere, Gefen and Straub (2004) additionally confirmed that social presence has a sure affect on these belief dimensions; particularly, benevolence has the strongest affect and impacts on-line purchase intention. Ye et al. (2019, 2020) additionally concluded that social presence can not directly enhance prospects’ belief and purchase intention by means of middleman channels similar to utilitarianism and hedonism. Hence, the better the presence of a short video platform is, the better its customers’ belief because of the platform’s human contact and social sense, which stimulate viewers’ purchase intention. The lesser the presence of a platform is, the better its customers’ alienation, decreasing their belief. Therefore, the high quality of the interplay between the platform and the consumer is affected by the diploma of social presence of the former, which impacts the purchase intention of the latter. Hence, social presence modulates the influence of shared worth creation on viewers’ purchase intention on a platform. Based on this, the following hypotheses are proposed:H11: Social presence performs a moderating role between shared worth creation and purchase intention.H11a: The better the sense of social presence is, the stronger the affect of shared worth creation on viewers’ purchase intention.H11b: The lesser the sense of social presence is, the weaker the influence of shared worth creation on viewers’ purchase intention.To take a look at the validity of the analysis mannequin, it is usually essential so as to add management variables that have an effect on purchase intention. Chen et al. (2021) have famous that non-public factors (similar to age, gender, earnings, schooling, impulsivity, and emotional susceptibility) have an effect on consumers’ impulsive purchase selections to various levels because of the differing types of purchasing companions. In stay streaming, for instance, entertaining content material is extra more likely to trigger males to purchase digital items (Li et al., 2018). Therefore, the results of age, gender, and earnings must be managed for in the examine. The content material high quality of the merchandise offered by a model on social media and the interplay between customers and the firm improve customers’ enjoyment motivation and strengthen customers’ model consciousness, particularly amongst millennials. As an organization gives more and more high-quality net content material on social media, the interplay between shoppers and this firm and its model is enhanced, which attracts extra shoppers and establishes shopper model consciousness, thus selling shoppers’ willingness to purchase offline (Dabbous and Barakat, 2020). Hence, shoppers with increased model consciousness of merchandise have a stronger purchase intention when purchasing on short video platforms. Therefore, model consciousness also needs to be included in the mannequin. Regarding the authors of every variable, the related paper info and hypotheses are proven in Table 1.Table 1 Paper info on variables and analysis hypotheses.Research frameworkThis examine proposes 11 hypotheses and constructs a theoretical mannequin adopted to short video platform customers, as proven in Fig. 2.Fig. 2: Literature analysis.InstrumentTo guarantee content material validity, the measurement gadgets primarily seek advice from mature scales from earlier analysis. Credibility was measured utilizing 4 gadgets tailored from Weismueller et al. (2020). Consistency was measured utilizing 4 gadgets tailored from Shamala et al. (2017). Completeness was measured utilizing 4 gadgets tailored from Kim et al. (2021). Clarity was measured utilizing three gadgets tailored from Chu et al. (2018). Likability was measured utilizing 4 gadgets tailored from Bornet and Brangier (2016). Empathy was measured utilizing three gadgets tailored from Mangus et al. (2020). Similarity was measured utilizing 4 gadgets tailored from Xiao et al. (2020). Willingness to make use of was measured utilizing 4 gadgets tailored from Aparicio et al. (2021). Shared worth creation was measured utilizing eight gadgets tailored from Ham et al. (2020). Purchase intention on short video platforms was measured utilizing three gadgets tailored from Kim et al. (2012).All measurement gadgets used in this examine have been pretested with a pattern of 20 volunteers, all of whom have been short video customers, just like the goal pattern to be investigated. Conduct private interviews to appropriate potential deficiencies and anticipate any doubts and points that will come up throughout the info assortment course of. After the pretest, we eliminated the problematic indicators, and the questionnaire with 41 gadgets was lastly formulated. The closing survey questionnaire is introduced in Table 2. Participants concerned in this pretest weren’t included in the important pattern.Table 2 Questionnaire gadgets.Since the authentic textual content was in English, we carried out a again translation to make sure the translation validity. Firstly, a local Chinese researcher translated the supply undertaking from English to Chinese. Next, one other researcher independently translated these contents again into English. Subsequently, the two researchers in contrast two English variations and collectively revised the first Chinese model of the undertaking. Then we invited a panel of specialists in the discipline of shopper habits to check the floor validity of the survey instruments. Based on their suggestions, now we have made minor modifications to enhance the comprehensiveness and user-friendliness of the measurement undertaking. The measurement gadgets of the questionnaire design have been examined utilizing a seven-point Likert scale, which ranged from 1 (not agree in any respect) to 7 (completely agree).Data collectionAlthough the present recognition of short movies in China may be very excessive, younger individuals are extra more likely to view short movies. Therefore, this examine is principally survey analysis, carried out in Chinese universities. First, primarily based on its objective, this examine didn’t invite topics missing familiarity with short video platforms to take part in the survey; thus, the closing pattern has good validity. Second, the surveyed college students accomplished their questionnaires throughout class to make sure the highest high quality thereof. Finally, to assist them perceive the gadgets extra clearly, this examine collected knowledge by means of face-to-face structured interviews with the respondents fairly than permitting them to finish them on their very own. The common completion time of a single questionnaire was roughly 18 min.Data assortment was carried out throughout the summer season of 2022. A complete of 400 responses have been acquired over a four-week interval. Therefore, 350 responses have been used for subsequent evaluation, after 50 incomplete and invalid responses have been dropped. Table 1 summarizes the demographic info of the closing pattern. As Table 3 signifies, amongst the 350 respondents, 98 have been male, and 252 have been feminine. There have been considerably extra girls than males who watched the short movies. According to the
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