Table 9 Hypothesis testing results.

From: Influence of short video content on consumers purchase intentions on social media platforms with trust as a mediator

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