The effects of mini-detail short videos on consumer purchase intention on Taobao: A TAM2-based approach.

• Mini-detail short videos are conceptualized as multimedia effect, virtual experience and personalized recommendations. • This paper finds and sorts out the mechanism of the influence of mini-detail short videos on consumers purchase intention. • Perceived usefulness and perceived playfulness partially mediate mini-detail short videos and consumer purchase intention. This study takes mini-detail short videos on Taobao as the research object to explore whether perceived playfulness and perceived usefulness moderate the relationship between mini-detail short videos and purchase intention. Mini-detail short videos can be conceptualized as multimedia effects, virtual experiences, and product personalized recommendations. Therefore, the discussion of mini-detail short videos and consumer purchase intention is transformed into the discussion of multimedia effects, virtual experience, product personalized recommendation and consumer purchase intention. In this study, a research model based on TAM2 is proposed. A total of 168 valid questionnaires were collected using the questionnaire method. AMOS structural equation model23.0 and spss23.0 were used to analyze the reliability and validity of the questionnaire data. The results show that perceived playfulness and perceived usefulness partially mediate the relationship between multimedia effect, virtual experience, personalized product recommendation and consumers purchase intention. Obviously, multimedia effects, virtual experience and personalized product recommendations are the main factors that affect consumers shopping intentions. Notably, this study found that perceived playfulness was more important than perceived usefulness in influencing customers purchase intention. Based on these findings, the conclusions of this thesis will enable Tao bao merchants and platform managers to identify the mechanism of the impact of mini-detail short videos on consumer purchase intention. [ABSTRACT FROM AUTHOR]