本研究旨在探討短影音行銷內容對越南消費者服飾產品購買意圖之影響。研究以刺激－有機體－反應（Stimulus–Organism–Response, S-O-R）理論為基礎，將功能性內容、娛樂性內容與情感性內容作為刺激變數；將感知有用價值、感知可信度與感知風險視為心理反應變數；並以購買意圖作為最終行為反應。
本研究採用線上問卷調查方式蒐集資料，共回收310份有效樣本。研究方法包含描述性統計分析、Cronbach’s Alpha 信度分析、Pearson 相關分析，以及多元線性迴歸分析，以檢驗各研究變數間之關係。研究結果顯示，三種短影音行銷內容皆對購買意圖具有顯著正向影響，其中功能性內容之影響效果最為顯著。此外，感知有用價值與感知可信度在短影音內容與購買意圖之間具有重要的中介作用，而感知風險則對購買意圖產生顯著負向影響。
研究結果指出，消費者之購買決策不僅受到短影音內容吸引力的影響，更取決於其對產品有用價值、可信程度及風險評估之整體認知。本研究以多元線性迴歸分析驗證 S-O-R 理論之適用性，並為時尚產業短影音行銷策略之規劃提供具體實務意涵。

This study investigates the impact of short-form video marketing content on Vietnamese consumers’ purchase intention toward fashion apparel. Grounded in the Stimulus–Organism–Response (S-O-R) framework, the study conceptualizes functional content, entertainment content, and emotional content as stimulus variables; perceived usefulness, perceived credibility, and perceived risk as psychological response variables; and purchase intention as the behavioral outcome.
Data were collected through an online survey, yielding 310 valid responses. Descriptive statistics, reliability analysis using Cronbach’s Alpha, Pearson correlation analysis, and multiple linear regression were employed to examine the proposed relationships among variables. The results indicate that all three types of short-form video content exert significant positive effects on purchase intention, with functional content demonstrating the strongest influence. Moreover, perceived usefulness and perceived credibility play important mediating roles in enhancing purchase intention, whereas perceived risk shows a significant negative effect.
The findings suggest that consumers’ purchase decisions are not solely driven by the attractiveness of short-form video content but are largely influenced by their evaluation of practical value, credibility, and risk associated with the product. This study provides empirical evidence supporting the applicability of the S-O-R framework using linear regression analysis and offers practical implications for fashion businesses seeking to optimize short-form video marketing strategies.

目錄
誌謝	I
摘要	I
ABSTRACT	IV
第一章	緒論	1
第一節 研究背景與動機	1
第二節 研究目的	4
第三節 研究流程	5
第二章	文獻探討	7
第一節	刺激–有機體–反應理論（S–O–R）	7
第二節	短影音	11
第三節 短影音行銷	13
第四節 內容行銷	17
第五節 感知價值	22
第六節   購買意圖	25
第三章	研究方法	29
第一節 研究架構	29
第二節 研究假設	32
第三節 測量工具	37
第四節 變數定義與衡量	38
第五節 研究對象與資料蒐集	43
第六節 統計分析方法	48
第四章	研究結果	51
第一節 描述性統計分析	51
第二節 信度分析- CRONBACH’S ALPHA	60
第三節 PEARSON 相關分析	63
第四節 線性迴歸分析	66
第五章	結論與建議	88
第一節 研究結果彙整	88
第二節 管理意涵	96
第三節 研究限制與未來研究方向	104
中文文獻	107
英文文獻	108
附件1	117
附件2	122

 
圖目錄

圖1- 1本研究流程圖如	6

圖2- 1以SOR模型為理論基礎的研究框架	8
圖2- 2各項概念框架之假設	10
圖2- 3購買意圖流程	26

圖3- 1研究架構示意圖	31

 
表目錄

表2- 1各行銷形式之比較表	15
表2- 2內容行銷構面	19

表3- 1短影音行銷之操作型定義與衡量	39
表3- 2知覺價值之操作型定義與衡量	40
表3- 3購買意願之操作型定義與衡量	42
表3- 4研究變項之資料編碼	45

表4- 1受訪者年齡分布情形	51
表4- 2受訪者性別分布情形	52
表4- 3受訪者教育程度分布情形	53
表4- 4受訪者工作類型分布情形	54
表4- 5受訪者每月可支配所得（越南盾）分布情形	55
表4- 6受訪者感情狀況分布情形	56
表4- 7各研究變項之描述性統計分析結果	57
表4- 8各研究構面之信度分析結果	60
表4- 9各研究變項之皮爾森相關分析結果	63
表4- 10模型摘要（Model Summary）	66
表4- 11變異數分析（ANOVA）	66
表4- 12迴歸係數（Coefficients）	67
表4- 13模型摘要（Model Summary）	69
表4- 14變異數分析（ANOVA）	70
表4- 15迴歸係數（Coefficients）	71
表4- 16模型摘要（Model Summary）	72
表4- 17變異數分析（ANOVA）	73
表4- 18迴歸係數（Coefficients）	74
表4- 19模型摘要（Model Summary）	75
表4- 20變異數分析（ANOVA）	76
表4- 21迴歸係數（Coefficients）	77
表4- 22模型摘要（Model Summary）	78
表4- 23變異數分析（ANOVA）	79
表4- 24迴歸係數（Coefficients）	79
表4- 25迴歸模型擬合指標與 ANOVA 結果	81
表4- 26迴歸係數（Coefficients）	82
表4- 27迴歸模型擬合指標與 ANOVA 結果	83
表4- 28迴歸係數（Coefficients）	84
表4- 29迴歸模型擬合指標與 ANOVA 結果	85
表4- 30迴歸係數（Coefficients）	86

表5- 1短影片行銷、感知價值與購買意圖之假說檢定結果彙整表	88

中文文獻
[1]	王崇、李一軍（2006）。基於互聯網環境下的消費者決策行為的研究。大連理工大學學報（社會科學版），27（1），13–18。 
[2]	王姿涵（2023）。網紅代言對品牌喜愛度與購買意願影響之研究：以社群參與度為干擾變項（碩士論文）。國立中山大學。
[3]	王雅儀（2021）。社群媒體穿搭 KOL 影響力之研究：知覺價值模型觀點（碩士論文）。淡江大學。 
[4]	白琳、陳圻（2006）。顧客感知價值驅動因素研究新進展。外國經濟與管理，7，39–45。
[5]	李明、張偉（2020）。社交媒體短影音對消費者行為之影響。管理世界，36（4），112–124。 
[6]	林肯正（2022）。短影音影響女性消費者購買化妝品意願之研究：以珍珠膏為例（碩士論文）。國立臺北商業大學。
[7]	胡志華、王曉梅、劉建國（2022）。短影音行銷對消費者購買意圖的影響。中國市場，12，85–98。
[8]	孫天旭（2016）。情感訴求對消費者行為意圖之影響研究。行銷評論，13（2），145–168。
[9]	高翔（2022）。數位媒體下消費者感知價值與購買意圖之實證研究。電子商務研究，18（3），88–104。
[10]	朱訓麒（2018）。線上購物情境中消費者購買意圖與行為之研究（碩士論文）。淡江大學國際企業學系。
[11]	劉洋、王天（2023）。短影音內容特性對服飾產品購買意圖之影響。行銷研究期刊，20（2），77–95。 
[12]	羅偉（2025）。短影音平台上品牌信任度對消費者購買意圖影響之研究。管理學報，22（1），45–61。  
英文文獻
[13]	Addo, P. C., Akpatsa, S. K., Nukpe, P., Ohemeng, A. A., & Kulbo, N. B. (2022). Digital analytics approach to understanding short video advertising in digital marketing. Journal of Marketing Theory and Practice, 11(67), 1–16.
[14]	Ahmed, B., Zada, S., Zhang, L., Sidiki, S. N., Contreras-Barraza, N., Vega-Muñoz, A., & Salazar-Sepúlveda, G. (2022). The impact of customer experience and customer engagement on behavioral intentions: Does competitive choices matters? Frontiers in Psychology, 13, Article 864841.
[15]	Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.
[16]	Bauer, R. A., and S. A. Greyser. Advertising in America: The Consumer View. Boston, MA: Harvard University, Graduate School of Business Administration, Division of Research, 1968.
[17]	Belch, G. E., & Belch, M. A. (2017). Advertising and promotion: An integrated marketing communications perspective(10th ed.). McGraw-Hill Education.
[18]	Belk, D. (1975). Hatching temperatures and new distributional records for caenestheriella setosa. The Southwestern Naturalist, 20(3), 409.
[19]	Blanton, J. S. (2014). Supervision practices in consulting and industrial-organizational psychology doctoral programs. Consulting Psychology Journal, 66(1), 53–76.
[20]	Blaton, J. (2014). The rise of short-form video content and its impact on digital communication. Journal of Digital Media, 6(2), 45–58.
[21]	Carolin, A. (2007). Online product information quality and consumer decision making. Journal of Interactive Marketing, 21(3), 21–36.
[22]	Chen, X., Ji, L., Jiang, L., Miao, S., & Shi, C. (2020). More bang for your buck: Effective KOL marketing campaign in emerging short-video markets. SSRN Electronic Journal, 3(7).
[23]	Chen, Y., Wang, Q., & Li, X. (2021). Emotional stimulation and consumer engagement in short video marketing. Journal of Interactive Marketing, 53, 1–14.
[24]	Choi, J., & Lee, K. H. (2003). Risk perception and e-shopping: A cross-cultural study. Journal of Fashion Marketing and Management, 7(1), 49–64. 
[25]	Davis, F. D. (1989). Perceived usefulness, perceived ease of use, and user acceptance of information technology. MIS Quarterly, 13(3), 319–340.
[26]	Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities’ Instagram profiles in influencing the purchase decisions of young female users. Computers in Human Behavior, 68, 1–7.
[27]	Dodds, W. B., Monroe, K. B. & Grewal, D. (1991). The effect of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(1), 307–319.
[28]	Doane, A. N., Kelley, M. L., & Pearson, M. R. (2015). Reducing cyberbullying: A theory of reasoned action-based video prevention program for college students. Aggressive Behavior, 42(2), 136-146.
[29]	Douglas Svotwa, T., & Makanyeza, C. (2020). Black friday shopping behaviour among generation Y consumers in botswana: An application of the stimulus-organism-response theory. African Journal of Business and Economic Research, 15(4), 45–69.
[30]	Dowling, G. R., & Staelin, R. (1994). A model of perceived risk. Journal of Consumer Research, 21(1), 119–134.
[31]	Drucker, P. (1985). Innovation and entrepreneurship. New York: Harper Trade.
[32]	Eroglu, S. A., Machleit, K. A., & Davis, L. M. (2001). Atmospheric qualities of online retailing. Journal of Business Research, 54(2), 177–184.
[33]	Featherman, M. S., & Pavlou, P. A. (2003). Predicting e-services adoption: A perceived risk facets perspective. International Journal of Human-Computer Studies, 59(4), 451–474.
[34]	Forsythe, S., & Shi, B. (2003). Consumer patronage and risk perceptions in Internet shopping. Journal of Business Research, 56(11), 867–875. 
[35]	Gefen, D., Karahanna, E., & Straub, D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51–90.
[36]	Graham, J., Broom, D., & Whittaker, A. (2008). Consulting about consulting: Challenges to effective consulting about public health research. Health Expectations, 4(4), 209–212.
[37]	Graham, J., Ackerman, M., & Newman, M. (2008). Digital video sharing and mobile media usage. Human–Computer Interaction, 23(3), 275–305. 
[38]	Green, S. B. (1991). How many subjects does it take to do a regression analysis? Multivariate Behavioral Research, 26(3), 499–510.
[39]	Gunelius, S. (2011). Content marketing for dummies. Wiley.
[40]	Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Upper Saddle River, NJ: Pearson Education.
[41]	Han, W. (2022). Research on short video marketing model in the new media era. International Conference on Comprehensive Art and Cultural Communication (CACC 2022), 195–198. 
[42]	Harwani, B., & Singh, S. (2014). Consumer buying behavior: A study of fashion apparel. International Journal of Management and Social Sciences Research, 3(1), 1–6.
[43]	Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92–101.
[44]	Holliman, G., & Rowley, J. (2014). Business to business digital content marketing: Marketers’ perceptions of best practice. Journal of Research in Interactive Marketing, 8(4), 269–293.
[45]	Holbrook, M. B. (1996). Consumer value: A framework for analysis and research. Advances in Consumer Research, 23(1).
[46]	Hu, M., Zhang, M., & Wang, Y. (2017). Why do audiences choose to keep watching on live video streaming platforms? An explanation of dual identification framework. Computers in Human Behavior, 75, 594–606.
[47]	Hu, Y., Manikonda, L., & Kambhampati, S. (2019). What we Instagram: A first analysis of Instagram photo content and user types. Proceedings of the International AAAI Conference on Web and Social Media, 13(1), 1–12.
[48]	Hyun-Seok Oh, & Hongsik J. Cheon. (2018). The impact of nature of purchase and purchase utility on purchase intention according to retailtainment. Journal of Distribution Science, 16(12), 57–68. 
[49]	Jindal, P., & Chavan, L. (2023). Role of blockchain technology in creating blue ocean strategy for banking products and services. In Contemporary studies of risks in emerging technology, part B (pp. 169–182).
[50]	Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59–68.
[51]	Keller, K. L., & Kotler, P. (2016). Marketing management (14th global edition). In K. Keller, Marketing management15th global edition.
[52]	Kim, D. J., Ferrin, D. L., & Rao, H. R. (2008). A trust-based consumer decision-making model in electronic commerce. Decision Support Systems, 44(2), 544–564.
[53]	Lieb, R. (2011). Content marketing. Que Publishing.
[54]	Li, C., & Xie, Y. (2020). Short video marketing: Effects of entertainment and informativeness on consumer engagement. Journal of Business Research, 120, 1–10
[55]	Lim, X. J., Cheah, J. H., Wong, M. W., & Ting, H. (2022). Consumer engagement with short-form video content on social media: Evidence from TikTok. Journal of Retailing and Consumer Services, 64, 102795.
[56]	Lira, J. S. D., & Costa, M. F. D. (2022). Theory of planned behavior, ethics and intention of conscious consumption in slow fashion consumption. Journal of Fashion Marketing and Management, 26(5), 905–925.
[57]	Liu, C., & Arnett, K. P. (2000). Exploring the factors associated with Web site success in the context of electronic commerce. Information & Management, 38(1), 23–33.
[58]	Liu, G. F., Gao, P. C., Li, Y. C., & Zhang, Z. P. (2019). Research on the influence of social media short video marketing on consumer brand attitude. International Conference on Social Science and Higher Education, 433–438.
[59]	Liu, Y., & Wang, X. (2023). Short video content strategies and consumer purchase intention in social commerce. Journal of Retailing and Consumer Services, 71, 103191.
[60]	Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365.
[61]	Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. Washington, WA: The MIT Press.
[62]	Morwitz, V. G., & Schmittlein, D. (1992). Using segmentation to improve sales forecasts based on purchase intent. Journal of Marketing Research, 29(4), 391–405.
[63]	Mwencha, P. M., Muathe, S. M., & Thuo, J. K. (2014). Effect of perceived attributes, perceived risk and perceived value on usage of online retailing services. Journal of Management Research, 6(2), 140.
[64]	Nguyen, C. T. K., & Park, J. (2022). Understanding brand-related content consumption: The role of source of content, persuasive knowledge, and product type. Korea International Trade Research Institute, 18(5), 93–113.
[65]	Nielsen. (2021). Vietnam consumer trends and digital shopping behavior report. Nielsen Vietnam.
[66]	Panitz, E., & Bayou, M. (1993). Persuasion timing and content in public accounting practice. Services Marketing Quarterly, 10(1), 27–34.
[67]	Parasuraman, A., Berry, L. L., & Zeithaml, V. A. (1991). Refinement and reassessment of the SERVQUAL scale. Journal of Retailing, 67(8), 1463–1467.
[68]	Paul, J., & Rana, J. (2013). Consumer behavior and purchase intention for organic food. Journal of Consumer Marketing, 29(6), 412–422.
[69]	Pavlou, P. A., & Fygenson, M. (2006). Understanding and predicting electronic commerce adoption: An extension of the theory of planned behavior. MIS Quarterly, 30(1), 115–143.
[70]	Petty, R. E., Cacioppo, J. T., Petty, R. E., & Cacioppo, J. T. (1986). The elaboration likelihood model of persuasion. New York, NY: Springer.
[71]	Pei, X. (2022). Social media short videos and consumer purchase intention: The mediating role of engagement. Journal of Business Research, 144, 493–503.
[72]	Preece, J. (2000). Online communities: Designing usability, supporting sociability. New York, NY: John Wiley & Sons.
[73]	Pulizzi, J. (2007). Get content, get customers: Turn prospects into buyers with content marketing. McGraw-Hill.
[74]	Schiffman, L. G., & Kanuk, L. L. (2000). Consumer behavior (7th ed.). Prentice Hall.
[75]	Shen, Y. (2024). Information transparency, trust, and consumer decision-making in short video commerce. Information Systems Frontiers, 26(1), 89–104.
[76]	Stevenson, R. L., & Swayne, L. E. (1984). Advertising processing and affective response: An application of S-O-R theory. Journal of Advertising Research, 24(1), 55–63.
[77]	Sun, J., Liu, Y., & Jiang, Y. (2023). GOFANS E-commerce: Make the down lighter, make the supply chain softer. In Innovation of digital economy: Cases from China (pp. 443–454). Singapore: Springer Nature.
[78]	Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of Retailing, 77(2), 203–220.
[79]	Wang, Y., & Li, D. (2007). The impact of perceived value on online consumer purchase intention. Journal of Electronic Commerce Research, 8(3), 221–232.
[80]	Woodruff, R. B. (1997). Customer value: The next source for competitive advantage. Journal of the Academy of Marketing Science, 25(2), 139–153.
[81]	Wu, J., & Zhang, M. (2024). Perceived risk and value formation in short video shopping environments. Electronic Commerce Research and Applications, 61, 101317.
[82]	Wu, L., Wang, Y., & Wang, S. (2024). Short video content dimensions and purchase intention in social commerce. Electronic Commerce Research and Applications, 63, 101321.
[83]	Xiao, Y., Wang, L., & Wang, P. (2019). Research on the influence of content features of short video marketing on consumer purchase intentions. In 4th International Conference on Modern Management, Education Technology and Social Science (MMETSS 2019), 415–422.
[84]	Xu, X., Wang, X., & Li, Y. (2021). The influence of informational and entertainment content on consumer engagement in short video marketing. Journal of Interactive Advertising, 21(3), 1–14.
[85]	Yi, Y., & Fan, H. (2010). Effects of entertainment value on consumer responses in online environments. Journal of Interactive Marketing, 24(2), 98–108.
[86]	Yu, X. (2023). The appeal of green advertisements on consumers’ consumption intention based on low-resource machine translation. The Journal of Supercomputing, 79(5), 5086–5108.
[87]	Zeithaml, V. A. (1988). Consumer perceptions of price. Journal of Marketing, 52(3), 2–22
[88]	Zhang, H., & Zhao, L. (2020). Perceived value and purchase intention in short video marketing: An experiential marketing perspective. Journal of Consumer Behaviour, 19(6), 1–12.
[89]	Zhang, L., & Mao, E. (2021). Influence of short-video content on consumer purchase intention in fashion industry. International Journal of Advertising, 40(5), 723–746.
[90]	Zhang, L., Yang, W., Yang, L., & Gao, L. (2022). How does the value co-creation of e-commerce platform and manufacturers affect channel performance? The moderating role of innovation capability and market turbulence. Electronic Commerce Research and Applications, 52(March), Article 101120.
[91]	Zheng, S., Cui, J., Sun, C., Li, J., Li, B., & Guan, W. (2022). The effects of the type of information played in environmentally themed short videos on social media on people’s willingness to protect the environment. International Journal of Environmental Research and Public Health, 19(15), Article 9520.