Perceived Interactivity and Purchase Intentions on Short-Video Platforms: Parallel Mediation by Trust and Self-Control among Chinese Undergraduates

Abstract

Short-video platforms integrate live demonstrations, public Q&A, and in-stream checkout, compressing the distance from attention to purchase. This study tests whether perceived interactivity shapes purchase intentions through concurrent relational and regulatory processes. A cross-sectional survey of Chinese undergraduates engaged in short-video commerce (n = 931) employed validated measures of perceived interactivity, trust, self-control, and purchase intentions. Partial least squares structural equation modeling in SmartPLS 4.1 with 5,000 bootstraps assessed a parallel-mediation model, with common-method diagnostics and predictive checks. Perceived interactivity showed a significant direct association with purchase intentions (β = .259, p < .001) and two significant indirect paths: a positive route via trust (β = .147, p < .001) and a positive route via reduced self-control (β = .206, p < .001), yielding a total effect of β = .612 (p < .001). The model explained substantial variance in intentions (R2 = .555) and showed acceptable fit and predictive relevance. Findings indicate that interactive density both cultivates trust and temporarily taxes self-control, producing complementary influences on intention formation. Design implications include pairing responsive communication with pacing and light friction near commitment points. Limitations of cross-sectional inference and self-report measurement are noted, and we call for experimental and multi-method research.