IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v17y2025i7p3195-d1627715.html
   My bibliography  Save this article

The Impact Mechanism of Video Maturity and Content Empowerment on Purchase Intentions: A Case Study of Agricultural Tourism in Taiwan

Author

Listed:
  • Tung-Lai Hu

    (Department of Business Management, National Taipei University of Technology, Taipei 10608, Taiwan)

  • Chuang-Min Chao

    (Department of Business Management, National Taipei University of Technology, Taipei 10608, Taiwan)

  • Wen-Kai Hsieh

    (Department of Business Management, National Taipei University of Technology, Taipei 10608, Taiwan)

  • Chia-Hung Lin

    (Department of Business Management, National Taipei University of Technology, Taipei 10608, Taiwan)

Abstract

With the rise of digital marketing, videos have become pivotal in promoting agritourism by showcasing local features, attracting visitors, and building trust. This study examines the effects of video maturity and content empowerment on consumer behavior by focusing on dimensions such as clarity, coherence, emotional appeal, entertainment, information, and practicality. Survey data from 527 Taiwanese consumers, analyzed using structural equation modeling (SEM), reveal that video clarity (β = 0.105, p < 0.05) and coherence (β = 0.163, p < 0.01) significantly enhance trust, while flow experience exhibits an even stronger positive impact (β = 0.372, p < 0.001). Among content factors, knowledge has the most pronounced effect on flow experience (β = 0.440, p < 0.001), followed by emotionality, entertainment, and practicality. Moreover, both trust (β = 0.177, p < 0.001) and flow experience (β = 0.240, p < 0.001) positively influence purchase intentions, with the effect of flow experience being more dominant. These findings underscore the importance of high clarity, coherent narratives, and immersive emotional engagement in agritourism video marketing. The study makes significant theoretical contributions by refining the understanding of video-based consumer engagement, and it offers practical insights for enhancing agritourism promotional strategies.

Suggested Citation

  • Tung-Lai Hu & Chuang-Min Chao & Wen-Kai Hsieh & Chia-Hung Lin, 2025. "The Impact Mechanism of Video Maturity and Content Empowerment on Purchase Intentions: A Case Study of Agricultural Tourism in Taiwan," Sustainability, MDPI, vol. 17(7), pages 1-26, April.
  • Handle: RePEc:gam:jsusta:v:17:y:2025:i:7:p:3195-:d:1627715
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/17/7/3195/pdf
    Download Restriction: no

    File URL: https://www.mdpi.com/2071-1050/17/7/3195/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Olivier Toubia & Andrew T. Stephen, 2013. "Intrinsic vs. Image-Related Utility in Social Media: Why Do People Contribute Content to Twitter?," Marketing Science, INFORMS, vol. 32(3), pages 368-392, May.
    2. Hansen, Torben & Møller Jensen, Jan & Stubbe Solgaard, Hans, 2004. "Predicting online grocery buying intention: a comparison of the theory of reasoned action and the theory of planned behavior," International Journal of Information Management, Elsevier, vol. 24(6), pages 539-550.
    3. Hudson, Simon & Huang, Li & Roth, Martin S. & Madden, Thomas J., 2016. "The influence of social media interactions on consumer–brand relationships: A three-country study of brand perceptions and marketing behaviors," International Journal of Research in Marketing, Elsevier, vol. 33(1), pages 27-41.
    4. Hoffman, Donna L. & Novak, Thomas P., 2009. "Flow Online: Lessons Learned and Future Prospects," Journal of Interactive Marketing, Elsevier, vol. 23(1), pages 23-34.
    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. Roma, Paolo & Aloini, Davide, 2019. "How does brand-related user-generated content differ across social media? Evidence reloaded," Journal of Business Research, Elsevier, vol. 96(C), pages 322-339.
    2. Osei-Frimpong, Kofi & McLean, Graeme, 2018. "Examining online social brand engagement: A social presence theory perspective," Technological Forecasting and Social Change, Elsevier, vol. 128(C), pages 10-21.
    3. Sabakun Naher Shetu, 2025. "Determinants of generation Z consumers’ mobile online shopping apps continuance intention to use during COVID-19 and beyond—an empirical study," Future Business Journal, Springer, vol. 11(1), pages 1-18, December.
    4. Martins, José & Costa, Catarina & Oliveira, Tiago & Gonçalves, Ramiro & Branco, Frederico, 2019. "How smartphone advertising influences consumers' purchase intention," Journal of Business Research, Elsevier, vol. 94(C), pages 378-387.
    5. Kunpeng Zhang & Wendy Moe, 2021. "Measuring Brand Favorability Using Large-Scale Social Media Data," Information Systems Research, INFORMS, vol. 32(4), pages 1128-1139, December.
    6. Narwal, Preeti & Rai, Shivam, 2022. "Individual differences and moral disengagement in Pay-What-You-Want pricing," Journal of Business Research, Elsevier, vol. 149(C), pages 528-547.
    7. Dong Hoo Kim & Doori Song, 2019. "Can brand experience shorten consumers’ psychological distance toward the brand? The effect of brand experience on consumers’ construal level," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 255-267, May.
    8. Aaltonen, Aleksi Ville & Seiler, Stephan, 2014. "Quantifying spillovers in open source content production: evidence from Wikipedia," LSE Research Online Documents on Economics 60284, London School of Economics and Political Science, LSE Library.
    9. Salgado, Stéphane & Hemonnet-Goujot, Aurelie & Henard, David H. & de Barnier, Virginie, 2020. "The dynamics of innovation contest experience: An integrated framework from the customer’s perspective," Journal of Business Research, Elsevier, vol. 117(C), pages 29-43.
    10. Yadav, Manjit S. & de Valck, Kristine & Hennig-Thurau, Thorsten & Hoffman, Donna L. & Spann, Martin, 2013. "Social Commerce: A Contingency Framework for Assessing Marketing Potential," Journal of Interactive Marketing, Elsevier, vol. 27(4), pages 311-323.
    11. Zaif Alexandra & Cerchia Alina Elena, 2019. "The Importance of Integrating Digital Marketing within the Sales Strategy of Luxury Brands," Risk in Contemporary Economy, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, pages 119-127.
    12. Zhang, Chu-Bing & Zhang, Zhuo-Ping & Chang, Ying & Li, Tian-Ge & Hou, Ru-Jing, 2022. "Effect of WeChat interaction on brand evaluation: A moderated mediation model of para-social interaction and affiliative tendency," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    13. Pereira, Hélia Gonçalves & Salgueiro, Maria de Fátima & Rita, Paulo, 2016. "Online purchase determinants of loyalty: The mediating effect of satisfaction in tourism," Journal of Retailing and Consumer Services, Elsevier, vol. 30(C), pages 279-291.
    14. Giovanni Bernardo & Massimo Ruberti & Roberto Verona, 2022. "Image is everything! Professional football players' visibility and wages: evidence from the Italian Serie A," Applied Economics, Taylor & Francis Journals, vol. 54(5), pages 595-614, January.
    15. Yoon, Hyun Shik & Occeña, Luis G., 2015. "Influencing factors of trust in consumer-to-consumer electronic commerce with gender and age," International Journal of Information Management, Elsevier, vol. 35(3), pages 352-363.
    16. Danuta Szwajca & Alina Rydzewska, 2025. "Effects and Determinants of Implementing Digital Customer Service Tools in Polish SMEs," Sustainability, MDPI, vol. 17(3), pages 1-27, January.
    17. Maria Rodrigues & João F. Proença & Rita Macedo, 2023. "Determinants of the Purchase of Secondhand Products: An Approach by the Theory of Planned Behaviour," Sustainability, MDPI, vol. 15(14), pages 1-18, July.
    18. 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).
    19. Tianshu Sun & Sean J. Taylor, 2020. "Displaying things in common to encourage friendship formation: A large randomized field experiment," Quantitative Marketing and Economics (QME), Springer, vol. 18(3), pages 237-271, September.
    20. 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.

    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:17:y:2025:i:7:p:3195-:d:1627715. 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.