The influence of online video content characteristics on young consumers’ purchase intention: The mediating role of attitude toward online videos
Published: August 8, 2026
Abstract
This study examines how online video content characteristics, including information credibility, entertainment, and video attractiveness, affect young consumers’ purchase intention through their attitudes toward online videos. Data from 153 valid responses were analyzed using partial least squares structural equation modeling. The findings indicate that all three content characteristics positively influence attitudes toward online videos, with video attractiveness exerting the strongest effect. Attitude toward online videos also positively affects purchase intention and mediates the relationship between content characteristics and young consumers’ purchasing intentions. The results provide empirical support for the Stimulus - Organism - Response framework and suggest that businesses should develop credible, entertaining, and visually appealing video content to strengthen favorable consumer attitudes and improve digital marketing effectiveness.
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