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.

Text 126855.pdf - Published Version Restricted to Repository staff only Download (1MB) Official URL or Download Paper: https://www.emerald.com/apjml/article/38/4/1019/12...

Actions (login required)

View Item