Relationship Between Attention Behavior of Sports Short Videos of Youth Groups and Commodity Purchase Intention-based on TPB Theory

Zengyi Chang; Jiehong Yu

doi:10.54254/2753-7064/2025.HT25808

Communications in Humanities ResearchOpen access

Relationship Between Attention Behavior of Sports Short Videos of Youth Groups and Commodity Purchase Intention-based on TPB Theory

Research Article

Open Access

Relationship Between Attention Behavior of Sports Short Videos of Youth Groups and Commodity Purchase Intention-based on TPB Theory

Zengyi Chang ¹, Jiehong Yu ^2*

¹ Beijing 21st Century School

² Guangzhou Zhixin High School International Department

^*Corresponding author: jy922@georgetown.edu

Published on 6 August 2025

CHR Vol.75

ISSN (Print): 2753-7072

ISSN (Online): 2753-7064

ISBN (Print): 978-1-80590-317-8

ISBN (Online): 978-1-80590-318-5

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Abstract

In the contemporary era characterized by the pervasive integration of digital media into young people's lives, sports short videos, leveraging their visual storytelling capabilities and inherent social attributes, have emerged as a critical touchpoint influencing youth consumption decisions. Grounded in the Theory of Planned Behavior (TPB), a theoretical model constructs in this research, encompassing "Attentional Engagement - Influencing Factors - Purchase Intention" to investigate the mechanism through which content interaction behaviors on sports short video platforms affect the consumption intentions of the youth demographic. Utilizing valid questionnaire responses as the sample dataset and employing analytical methods including descriptive statistics and correlation analysis, this study explores the relationship between young users' attentional engagement with sports short videos and their subsequent purchase intentions. The consequence demonstrates a statistically significant positive correlation between the frequency of viewing sports short videos, proactive search behavior, and account-following actions on the part of young consumers and their purchase intentions. Key influencing factors identified include content appeal, Key Opinion Leader (KOL) recommendations, and the accessibility of purchase channels. This research provides actionable insights for content creators and brand marketers operating within the sports short video ecosystem.

Keywords:

sports shorts video, teenagers, engagement behavior

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References

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References

[1]. Anonymous (2025) The 55th Statistical Report on Internet Development in China was released. Media Forum, 8, 121.2

[3]. Ajzen, I. and Fishbein, M. (1975) Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley

[4]. Ajzen, I. (2006) Constructing a theory of planned behavior questionnaire. Retrieved from http: //www.people.umass.edu/ajzen/pdf/TPB_measurement.pdf

[5]. He, C. (2023) A Study on the Influence of Short Videos on Healthy Eating in Tik Tok. Master's Dissertation, Hunan Institute of Science and Technology

[6]. Middleham, R. and Fysh, S. (2024) The Met Office: Taking TikTok by storm. Journal of Digital & Social Media Marketing, 11, 339

[10]. Ajzen, I. (2020) The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2, 314–324

[12]. Zhou, H. (2019) Study on Consumers' Purchase Intention and Behavior of Organic Vegetables. Doctoral Dissertation, Northeast Agricultural University.

Cite this article

Chang,Z.;Yu,J. (2025). Relationship Between Attention Behavior of Sports Short Videos of Youth Groups and Commodity Purchase Intention-based on TPB Theory. Communications in Humanities Research,75,15-22.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of ICADSS 2025 Symposium: Consciousness and Cognition in Language Acquisition and Literary Interpretation

ISBN: 978-1-80590-317-8(Print) / 978-1-80590-318-5(Online)

Editor: Yanhua Qin, Enrique Mallen

Conference website: https://2025.icadss.org/Huntsville.html

Conference date: 17 September 2025

Series: Communications in Humanities Research

Volume number: Vol.75

ISSN: 2753-7064(Print) / 2753-7072(Online)

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