Consumer Behavior Based on the SOR Model: How do Short Video Advertisements Affect Furniture Consumers’ Purchase Intentions?

Consumer Behavior Based on the SOR Model: How do Short Video Advertisements Affect Furniture Consumers’ Purchase Intentions?

Short video advertisements are a novel and influential medium for promoting furniture products, but their effects on consumers’ purchase intentions remain underexplored. This study applies the extended stimulus-organism-response (SOR) framework, a psychological theory that elucidates how stimuli (sh...

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Bibliographic Details
Main Authors: Shulan Yu, Hongli Zhang, Qun Zheng, Dongdong Chu, Tianyue Chen, Xinran Chen
Format: Article
Language:English
Published: North Carolina State University 2024-03-01
Series:BioResources
Subjects:
furniture
short video
advertising
consumer behavior
sor model
utaut model
flow experience
structural equation modeling
consumption behavior
Online Access:https://ojs.cnr.ncsu.edu/index.php/BRJ/article/view/22894

Internet

https://ojs.cnr.ncsu.edu/index.php/BRJ/article/view/22894

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