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Examining the impact of short-form videos on purchase intention: Evidence from Portugal and Russia
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Orientador(es)
Resumo(s)
Short-form video (SFV) content, exemplified by TikTok and Instagram Reels, has become a
dominant force in shaping consumer behavior and marketing strategies. This research
investigates the key determinants influencing purchase intention on SFV platforms, applying
the extended unified theory of acceptance and use of technology (UTAUT2) and incorporating
constructs such as perceived informativeness, usefulness, risk, and creativity. Data were
collected from 391 respondents across Portugal and Russia and analyzed using PLS-SEM with
multigroup comparison. The findings confirm that performance expectancy and, for some
groups, habit significantly influence purchase intention, while other UTAUT2 factors showed
no effect. Habit was introduced as a key mediator between hedonic motivation and purchase
intention, and perceived creativity as a novel antecedent of both habit and hedonic
motivation. Cross-cultural analysis revealed habit and perceived risk as significant only in the
Russian sample, whereas perceived creativity only in the Portuguese sample, underscoring the
importance of cultural context.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Social media Short-form videos (SFV) Purchase intention Extended unified theory of acceptance and use of technology (UTAUT2) TikTok Instagram reels SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure SDG 12 - Responsible production and consumption