Understanding the Impact of Social, Hedonic, and Promotional Cues on Purchase Intention in Short Video Platforms: A Dual-Path Model for Digital Sustainability

Aonan Cao, Yannan Li () and Ahreum Hong
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Aonan Cao: The College of Film and Television Art, Hebei Academy of Fine Arts, Shijiazhuang 050000, China
Yannan Li: Graduate School of Technology Management, KyungHee University, Yongin 17104, Republic of Korea
Ahreum Hong: Graduate School of Technology Management, KyungHee University, Yongin 17104, Republic of Korea

Sustainability, 2025, vol. 17, issue 15, 1-16

Abstract: In the context of eco-friendly e-commerce, understanding the psychological and experiential mechanisms that drive consumers’ online purchasing behavior is essential for promoting sustainable platform development. This study aims to fill a critical gap in the literature by examining how social interaction, entertainment, and sales promotion influence consumers’ purchase intentions through the mediating roles of perceived value and immersive flow experience. Grounded in the Stimulus–Organism–Response (S-O-R) theoretical framework, we developed a structural model and conducted an empirical analysis using survey data collected from 438 online shoppers. Data analysis was conducted using SPSS and AMOS through SEM. The results show that social interaction and sales promotion significantly enhance both perceived value and flow experience, which in turn positively influence consumers’ purchase intentions. However, entertainment exhibits a negative and significant effect on perceived value and does not significantly affect flow experience, indicating that hedonic content may not always translate into perceived usefulness or deep engagement. Moreover, the influence of social interaction on flow experience was also found to be negative and significant, suggesting that not all forms of interaction necessarily lead to immersive experiences. These findings highlight the complex psychological dynamics in digital consumption. This study contributes original insights by integrating psychological engagement mechanisms with the goal of digital sustainability, offering practical implications for online retailers aiming to enhance user engagement and platform longevity through experience-driven strategies.

Keywords: perceived social interaction; sales promotion; entertainment; perceived value; flow experience; purchase intention (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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