The Impact of Visual Marketing in Online Outfit Short Videos on Consumers’ Purchase Intention
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Abstract
This study pursues four objectives: 1) to identify the key visual marketing elements present in online outfit short videos; 2) to examine whether these visual elements directly influence consumers’ purchase intention; 3) to investigate whether flow experience and sense of presence mediate the relationship between visual marketing elements and purchase intention; and 4) to provide strategic guidance for clothing brands seeking to optimize their short-video marketing practices. Grounded in the Stimulus–Organism–Response (S-O-R) model, the research examines five critical visual stimuli: color matching, clothing style presentation, background consistency, model expressiveness, and video editing effects. It investigates their impact on purchase intention through the mediating roles of flow experience and sense of presence, two psychological constructs deeply linked to life satisfaction and digital engagement. A quantitative approach was employed, collecting 441 valid samples, which were analyzed using SPSS 26.0 and AMOS 24.0.
The results indicate that: 1) all five visual elements significantly enhance purchase intention; 2) high-quality visual marketing positively fosters both flow experience and a sense of presence; and 3) flow and presence act as partial mediators in the relationship between visual stimuli and behavioral response. From a quality-of-life (QoL) perspective, the findings suggest that aesthetically pleasing and immersive video content provides consumers with “micro-moments” of joy and cognitive absorption, reducing daily stress and enhancing the overall quality of the digital consumer journey.
This research extends the theoretical boundaries of visual marketing and provides strategic guidance for brands seeking to foster meaningful, high-quality connections with their audience.
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This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
- บทความหรือข้อคิดเห็นใดๆ ในวารสารคุณภาพชีวิตกับกฎหมายเป็
- กองบรรณาธิการไม่สงวนสิทธิ์
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