Exploring the Social and Systemic Influencing Factors of Mobile Short Video Applications on the Consumer Urge to Buy Impulsively

With the progress of digital and mobile technologies, short video apps (MSAs) have been booming in recent years. These MSAs are expanding their role social commerce, which has aroused scholar’s practitioners’ attention. Drawing on stimulus-organism-response model,this study proposes an integrated model to examine impact factors (perceived expertise, similarity, familiarity) systemic (personalization, serendipity, visual appeal) formation utilitarian value flow experience, subsequent effects impulsive buying. The results suggest that both can influence experience. Further, experience positively affect consumers’ impulse buying independently. contributions academia practice discussed.