A study on the influence of short video information presentation on consumers' willingness to purchase clothing online on e-commerce platforms

With the rapid development of online shopping, the effectiveness of short video information presentation of online products has received increasing attention from enterprises and consumers. This study aims to reveal the mechanism of the role of short video information presentation in driving consumers' willingness to purchase clothing online, and to provide suggestions for businesses to record short videos and improve the quality of short video information presentation. This paper reviewed a large amount of literature to propose research hypotheses, and on the basis of constructing a theoretical model using the stimulus-organism-response framework (SOR) model, data were obtained through a questionnaire survey to carry out empirical analysis. It is concluded that all three factors, virtual haptic, pleasure and trust, have significant positive effects on consumers' willingness to purchase clothing online. Accordingly, the following countermeasures are proposed: strictly grasp the quality of short video information presentation and enhance the fun of watching; reasonably use multi-channel short video for product information presentation; focus on multi-angle product presentation of short video information presentation