The impact of short video characteristics on impulse buying behavior: The role of arousal, pleasure, and trust
Date Published:
25/07/2026
Online Published:
25/07/2025
Section:
Business Administration, Marketing, Commerce, and Tourism
Main Article Content
Abstract
Purpose – This study examines the effects of short-video characteristics on impulse buying behavior by integrating the Stimulus-Organism-Response (S-O-R) model and Pleasure-Arousal-Dominance (PAD) theory.
Design/methodology/approach – Data were collected from 392 consumers in Vietnam who had previously made purchases through short-form videos and analyzed using partial least squares structural equation modeling (PLS-SEM).
Findings – The results show that informativeness is the strongest stimulus influencing arousal, pleasure, and trust. Social influence positively affects arousal and trust but does not significantly affect pleasure, suggesting that it functions as a cognitive-social signal rather than a hedonic stimulus. Trust is the strongest direct predictor of impulse buying behavior, surpassing arousal and pleasure.
Originality/value – This study extends the S-O-R model in the short-video context by integrating PAD theory and trust and by identifying the distinct cognitive-social role of social influence.
Practical implications – Businesses should complement entertaining content with accurate and reliable product information to strengthen trust and encourage impulse buying behavior.
Keywords
Impulse buying behavior; PAD model; Short videos; S-O-R model
Article Details
Field of Economic (JEL Codes)
C12 - Hypothesis Testing: General - Econometric and Statistical Methods and Methodology: General, M15 - IT Management - Business Administration, M21 - Business Economics - Business Economics
References
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Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(5), 21–35. https://doi.org/10.1080/00218499.1996.12466626
Fornell, C., & Larcker, D. F. (1981). structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18(3), 382-388. https://doi.org/10.2307/3150980
Garson, G.D. (2016) Partial least squares: Regression and structural equation models. Statistical Associates Publishers.
Hair, J., Hollingsworth, C. L., Randolph, A. B., & Chong, A. Y. L. (2017). An updated and expanded assessment of PLS-SEM in information systems research. Industrial Management & Data Systems, 117(3), 442–458. https://doi.org/10.1108/imds-04-2016-0130
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Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24. https://doi.org/10.1108/EBR-11-2018-0203
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Han, M. C. (2023). Checkout button and online consumer impulse-buying behavior in social commerce: A trust transfer perspective. Journal of Retailing and Consumer Services, 74. https://doi.org/10.1016/j.jretconser.2023.103431
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How to Cite
Le, N. N. T., & Huynh , T. N. (2025). The impact of short video characteristics on impulse buying behavior: The role of arousal, pleasure, and trust. Journal of Finance - Marketing Research, 4(4ene), 40-56. https://doi.org/10.52932/jfmr.v4i4ene.1247