Table 9 Hypothesis testing results.
H1 | The usefulness of short video content positively impacts consumers’ purchase intention | Support |
H2 | The ease of use of short video content positively impacts consumers’ purchase intention | Support |
H4 | The entertainment of short video content positively impacts consumers’ purchase intention | Support |
H4 | The usefulness of short video content positively impacts consumer trust | Support |
H5 | The ease of use of short video content positively impacts consumer trust | Support |
H6 | The entertainment of short video content positively impacts consumer trust | Support |
H7 | Consumer trust has a positive effect on consumers’ purchase intention | Support |
H8 | Consumer trust plays a mediating role in the usefulness of short video content and consumers’ purchase intentions | Support |
H9 | Consumer trust plays a mediating role in the ease of use of short video content and consumers’ purchase intentions | Support |
H10 | Consumer trust plays a mediating role in the entertainment value of short video content and consumers’ purchase intentions | Support |