The Impact of Short Video Advertisements on Online Purchasing Intentions Among Chinese Gen Z Consumers
Abstract
This paper will examine the effects of perceived personalisation, AI-personalised recommendations, and perceived relevance of short-video advertisements on the online purchase intention in Chinese Generation Z consumers, with the assistance of trust in algorithms, and age and gender as possible moderators. The reliability, correlation, regression, and mediation testing were conducted on 307 participants who were surveyed using a cross-sectional survey method and SPSS and AMOS. Findings indicate that personalisation, relevance, and AI recommendations have a strong positive predictive value of purchase intention, but trust in algorithms has an intermediate impact. There is no significant moderating effect of age and gender. The research, based on the Stimulus-Organism-Response (S-O-R) and Flow theories, will make a contribution to the digital marketing literature and provide useful information to advertisers, emphasising that the quality of content and target precision are more likely to drive the online consumer conversion, rather than demographic segmentation.
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