Consumer behavior based on the SOR model: How do short video advertisements affect furniture consumers’ purchase intentions?

Short video advertisements are a novel and influential medium for promoting furniture products, but their effects on consumers’ purchase intentions remain underexplored. This study applies the extended stimulus-organism-response (SOR) framework, a psychological theory that elucidates how stimuli (short video ads), organisms (consumers), and responses (purchase intentions) are interrelated. This study quantitatively examines these relationships using structural equation modeling (SEM). The results reveal that the Flow experience and Telepresence experience significantly affect purchase intentions, indicating that consumers who experience high levels of engagement and immersion while viewing short furniture-related video ads are more likely to exhibit buying behavior. This study also identifies three critical antecedents of the Telepresence experience: social influence, perceived entertainment value, and perceived interactivity. These factors may enhance the effectiveness of short-form video advertising by increasing consumer interaction and engagement. Moreover, convenience conditions, perceived entertainment value, and media richness significantly influence consumers’ flow experience. This suggests that these factors should be considered when designing short video advertisements to optimize consumers’ flow experience and thus increase purchase intentions. This study provides empirical evidence for the SOR framework, investigates the impact of short video advertisements on furniture consumers’ purchase intention, and offers practical implications and recommendations for marketing practitioners.