How Product Review Short Videos “Plant Seeds” in Gen Z? A Dual-Pathway Exploration of Persuasive El-ements, Mental Imagery, and Perceived Usefulness

Authors

• Xiaoren Mei, Guangdong University of Education, Guangzhou 510303, GD, China， E-commerce Research Center, Guangdong University of Education, Guangzhou 510303, GD, ChinaFollow
• Yuman Zhuo, Guangdong University of Education, Guangzhou 510303, GD, China
• Hui Zhou, Guangdong University of Education, Guangzhou 510303, GD, China， E-commerce Research Center, Guangdong University of Education, Guangzhou 510303, GD, China
• Yihan Wang, Guangdong University of Education, Guangzhou 510303, GD, China， E-commerce Research Center, Guangdong University of Education, Guangzhou 510303, GD, China

Recommended Citation

Mei, Xiaoren; Zhuo, Yuman; Zhou, Hui; and Wang, Yihan, "How Product Review Short Videos “Plant Seeds” in Gen Z? A Dual-Pathway Exploration of Persuasive El-ements, Mental Imagery, and Perceived Usefulness" (2026). WHICEB 2026 Proceedings. 107.
https://aisel.aisnet.org/whiceb2026/107