The Influence of Short Video Platform Characteristics on Users’ Willingness to Share Marketing Information: Based on the SOR Model

Abstract

User marketing information sharing plays a significant role in boosting the effectiveness of short video marketing. Exploring the factors influencing the willingness to share has become a meaningful way to improve the dissemination of marketing information. This study examines how the characteristics of short video platforms affect users’ willingness to share marketing information and investigates the mediating role of users’ flow experience. We adopted qualitative and quantitative analyses to explore the issue. Twelve participants were recruited to conduct the online interviews and 306 valid data points on users’ willingness to share marketing information were obtained through a questionnaire. The study was conducted using structural equation modelling (SEM) and mediating effect tests. The interviews verified that the information quality, the service quality, and the system quality are essential characteristics of a well-established short video platform. The results of the empirical analysis showed that the information and the service and system quality of short video platforms have a positive impact on users’ willingness to share marketing information through perceived control and pleasure, respectively. The effect of information quality on users’ desire to share marketing information is the strongest. This study provides a reference for short video platforms to optimize and improve their marketing effectiveness.