IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i3p2448-d1051058.html
   My bibliography  Save this article

The Influence of Short Video Platform Characteristics on Users’ Willingness to Share Marketing Information: Based on the SOR Model

Author

Listed:
  • Rui Shi

    (School of Economics and Management, Yanshan University, Qinhuangdao 066004, China)

  • Minghao Wang

    (School of Economics and Management, Yanshan University, Qinhuangdao 066004, China)

  • Chang Liu

    (School of Economics and Management, Yanshan University, Qinhuangdao 066004, China)

  • Nida Gull

    (School of Economics and Management, Yanshan University, Qinhuangdao 066004, China)

Abstract

User marketing information sharing plays a significant role in boosting the effectiveness of short video marketing. Exploring the factors influencing the willingness to share has become a meaningful way to improve the dissemination of marketing information. This study examines how the characteristics of short video platforms affect users’ willingness to share marketing information and investigates the mediating role of users’ flow experience. We adopted qualitative and quantitative analyses to explore the issue. Twelve participants were recruited to conduct the online interviews and 306 valid data points on users’ willingness to share marketing information were obtained through a questionnaire. The study was conducted using structural equation modelling (SEM) and mediating effect tests. The interviews verified that the information quality, the service quality, and the system quality are essential characteristics of a well-established short video platform. The results of the empirical analysis showed that the information and the service and system quality of short video platforms have a positive impact on users’ willingness to share marketing information through perceived control and pleasure, respectively. The effect of information quality on users’ desire to share marketing information is the strongest. This study provides a reference for short video platforms to optimize and improve their marketing effectiveness.

Suggested Citation

  • Rui Shi & Minghao Wang & Chang Liu & Nida Gull, 2023. "The Influence of Short Video Platform Characteristics on Users’ Willingness to Share Marketing Information: Based on the SOR Model," Sustainability, MDPI, vol. 15(3), pages 1-16, January.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:3:p:2448-:d:1051058
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/3/2448/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/15/3/2448/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Marios Koufaris, 2002. "Applying the Technology Acceptance Model and Flow Theory to Online Consumer Behavior," Information Systems Research, INFORMS, vol. 13(2), pages 205-223, June.
    2. Osatuyi, Babajide & Qin, Hong, 2018. "How vital is the role of affect on post-adoption behaviors? An examination of social commerce users," International Journal of Information Management, Elsevier, vol. 40(C), pages 175-185.
    3. Zhijie Song & Chang Liu & Rui Shi, 2022. "How Do Fresh Live Broadcast Impact Consumers’ Purchase Intention? Based on the SOR Theory," Sustainability, MDPI, vol. 14(21), pages 1-16, November.
    4. Mengfan Li & Ting Wang & Wei Lu & Mengke Wang, 2022. "Optimizing the Systematic Characteristics of Online Learning Systems to Enhance the Continuance Intention of Chinese College Students," Sustainability, MDPI, vol. 14(18), pages 1-17, September.
    5. Nick Hajli & Xiaolin Lin, 2016. "Exploring the Security of Information Sharing on Social Networking Sites: The Role of Perceived Control of Information," Journal of Business Ethics, Springer, vol. 133(1), pages 111-123, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Malik Ishtiaq Ahmed & Raza Muhammad Ali & Hadi Noor Ul & Khan Mahwish J. & Hameed Farhina, 2023. "Social commerce constructs and purchase intention on social commerce sites: investigating the role of affective and cognitive attitudes in managing digital marketing challenges," Management & Marketing, Sciendo, vol. 18(s1), pages 474-495, December.
    2. Li Mo & Xiaosan Zhang & Yabin Lin & Zhenghui Yuan & Zengjun Peng, 2023. "Consumers’ Attitudes towards Online Advertising: A Model of Personalization, Informativeness, Privacy Concern and Flow Experience," Sustainability, MDPI, vol. 15(5), pages 1-12, February.
    3. Un-Kon Lee, 2021. "The Effect of Confirmation of Nation Brand Image in International Tourism Advertisement on Travel Intention of Foreign Tourists: The Case of Korean ITA for Chinese Tourists," SAGE Open, , vol. 11(1), pages 21582440209, January.
    4. Nitin Walia & Mark Srite & Wendy Huddleston, 2016. "Eyeing the web interface: the influence of price, product, and personal involvement," Electronic Commerce Research, Springer, vol. 16(3), pages 297-333, September.
    5. Zamrudi Zakky & Wicaksono Teguh, 2018. "Promoting the Use of Social Commerce on SME in the Context of Logistics: UTAUT Model Examination," LOGI – Scientific Journal on Transport and Logistics, Sciendo, vol. 9(2), pages 73-82, November.
    6. Sara Moussawi & Marios Koufaris & Raquel Benbunan-Fich, 2021. "How perceptions of intelligence and anthropomorphism affect adoption of personal intelligent agents," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(2), pages 343-364, June.
    7. Barbara Mróz-Gorgoń & Wojciech Wodo & Anna Andrych & Katarzyna Caban-Piaskowska & Cyprian Kozyra, 2022. "Biometrics Innovation and Payment Sector Perception," Sustainability, MDPI, vol. 14(15), pages 1-23, August.
    8. Wen Tang & Xiangyang Zhang & Youyi Tian, 2023. "Investigating Lifelong Learners’ Continuing Learning Intention Moderated by Affective Support in Online Learning," Sustainability, MDPI, vol. 15(3), pages 1-18, January.
    9. Pham Minh & Dang Thao Yen & Ngo Thi Huong Quynh & Hoang Thi Hong Yen & Tran Thi Thanh Nga & Nguyen Van Quoc, 2021. "Assessment of influencer’s effects on customers’ online purchasing behavior in Vietnam," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - ECONOMICS AND BUSINESS ADMINISTRATION, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 11(2), pages 81-96.
    10. Baabdullah, Abdullah M. & Alalwan, Ali Abdallah & Algharabat, Raed S. & Metri, Bhimaraya & Rana, Nripendra P., 2022. "Virtual agents and flow experience: An empirical examination of AI-powered chatbots," Technological Forecasting and Social Change, Elsevier, vol. 181(C).
    11. Reema Nofal & Pelin Bayram & Okechukwu Lawrence Emeagwali & Lu’ay Al-Mu’ani, 2022. "The Effect of eWOM Source on Purchase Intention: The Moderation Role of Weak-Tie eWOM," Sustainability, MDPI, vol. 14(16), pages 1-20, August.
    12. Youn Kang & Won Lee, 2015. "Self-customization of online service environments by users and its effect on their continuance intention," Service Business, Springer;Pan-Pacific Business Association, vol. 9(2), pages 321-342, June.
    13. Morgan-Thomas, Anna & Veloutsou, Cleopatra, 2013. "Beyond technology acceptance: Brand relationships and online brand experience," Journal of Business Research, Elsevier, vol. 66(1), pages 21-27.
    14. Mollen, Anne & Wilson, Hugh, 2010. "Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives," Journal of Business Research, Elsevier, vol. 63(9-10), pages 919-925, September.
    15. Shafiqul Islam & Mohammad Fakhrul Islam & Noor-E- Zannat, 2023. "Behavioral Intention to Use Online for Shopping in Bangladesh: A Technology Acceptance Model Analysis," SAGE Open, , vol. 13(3), pages 21582440231, September.
    16. Wu, Ing-Long & Chen, Kuei-Wan & Chiu, Mai-Lun, 2016. "Defining key drivers of online impulse purchasing: A perspective of both impulse shoppers and system users," International Journal of Information Management, Elsevier, vol. 36(3), pages 284-296.
    17. Barney Tan & Cheng Yi & Hock C. Chan, 2015. "Research Note—Deliberation Without Attention: The Latent Benefits of Distracting Website Features for Online Purchase Decisions," Information Systems Research, INFORMS, vol. 26(2), pages 437-455, June.
    18. Song-yi Youn & Joohye Hwang & Li Zhao & Jong-Bum Kim, 2023. "Privacy paradox in 3D body scanning technology: the effect of 3D virtual try-on experience in the relationship between privacy concerns and mobile app adoption intention," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-13, December.
    19. repec:cmj:networ:y:2013:i:1:p:74-80 is not listed on IDEAS
    20. Zafar, Abaid Ullah & Shahzad, Mohsin & Ashfaq, Muhammad & Shahzad, Khuram, 2023. "Forecasting impulsive consumers driven by macro-influencers posts: Intervention of followers' flow state and perceived informativeness," Technological Forecasting and Social Change, Elsevier, vol. 190(C).
    21. Cristian Morosan, 2021. "An affective approach to modelling intentions to use technologies for social distancing in hotels," Information Technology & Tourism, Springer, vol. 23(4), pages 549-573, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:15:y:2023:i:3:p:2448-:d:1051058. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.