The role of short videos in inspiring traditional food consumption: a conditional mediation model

Purpose Traditional cuisine has become a preferred option for consumers, with short video media emerging as a new platform for promoting it. However, the mechanisms through which traditional food short videos (TFSVs) inspire consumers remain underexplored. This study addresses this gap by developing a conditional mediation model linking consumption value theory to consumer inspiration, value co-creation and purchase intention. Design/methodology/approach The model was validated using online survey data collected from 413 Chinese consumers and analyzed using structural equation modeling. Findings The results reveal that TFSVs’ perceived value (i.e. cognitive, functional, aesthetic, emotional, social and self-actualization values) drives consumers’ inspiration, leading to their value co-creation and purchase intention towards the featured food products. It was also found that consumer ethnocentrism moderates the mediating effect of consumer inspiration. Originality/value This study extends consumption value theory by introducing traditional food as a new antecedent and integrating the consumer inspiration model. Thus, it expands the theory’s relevance to consumer behavior research in the short video context and emphasizes the co-creative aspect of value in service ecosystems.