User Behavior Analysis of Short-form Video Prolonging Usage towards Purchase Intention on social media using SEM Method

Along with technological developments in recent years, more and more social media applications have emerged, especially with social media that has a short video format which has resulted in the rise of shopping online from watching short videos, a new method of attracting potential customer to buy products. But for some individuals, using these apps excessively might become addictive. This paper combined a model that is modified from previous research by adding short video dimensions and variables that includes personalization, perceived playfulness, informativeness, interesting content, customer satisfaction, and addiction, toward purchase intention. To evaluate the hypotheses in this study, 447 valid questionnaires were gathered. Data collection was carried out using a Likert scale 1–6 questionnaire distributed online and processed using the SmartPLS 4 system method. Results corroborated that personalization and user satisfaction has a positive effect on addiction, informativeness and interesting content in short-form videos has also a significant positive influence on users’ satisfaction, user satisfaction and addiction have a positive relationship to purchase intention, however this one factor, perceived playfulness has no significant relationship on addiction.