The Impact of Short video Content Characteristics on Impulse Purchase Intention: From the Perspective of Inspiration Elicitation

Authors

• Ziyi Wu, Communication University of China, Beijing 100024, China
• Yi Cui, Communication University of China, Beijing 100024, ChinaFollow
• Muyang Zhang, Communication University of China, Beijing 100024, China

Recommended Citation

Wu, Ziyi; Cui, Yi; and Zhang, Muyang, "The Impact of Short video Content Characteristics on Impulse Purchase Intention: From the Perspective of Inspiration Elicitation" (2026). WHICEB 2026 Proceedings. 80.
https://aisel.aisnet.org/whiceb2026/80