The Impact of Social Presence on Purchase Intentions of Knowledge Products Among Knowledge-Based Short Video Users: A Moderated Mediation Model

Zheng, Can; Ling, Shuai; Huang, Yarong; Li, Xinxiang

doi:10.3390/bs15081140

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The Impact of Social Presence on Purchase Intentions of Knowledge Products Among Knowledge-Based Short Video Users: A Moderated Mediation Model

¹

School of Media, Jiangsu Second Normal University, Nanjing 210013, China

²

College of Art and Design, Nanjing Forestry University, Nanjing 210037, China

³

Department of Industrial Design, Hongik University, Seoul 04066, Republic of Korea

⁴

Department of Design and Manufacturing Engineering, Jeonbuk National University, Jeonju 54896, Republic of Korea

^*

Author to whom correspondence should be addressed.

Behav. Sci. 2025, 15(8), 1140; https://doi.org/10.3390/bs15081140

Submission received: 17 June 2025 / Revised: 16 August 2025 / Accepted: 18 August 2025 / Published: 21 August 2025

(This article belongs to the Section Behavioral Economics)

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Abstract

Despite the rapid growth of knowledge-based short videos, monetizing this content remains a significant challenge. Grounded in social presence theory, this study investigates how social presence influences users’ purchase intentions by incorporating the mediating effects of cognitive engagement and expectation, as well as the moderating effects of knowledge anxiety. Using data from 663 users of knowledge-based short videos in China, the proposed model demonstrates strong explanatory power for purchase intention (R² = 54.6%). The findings show that social presence significantly enhances users’ intention to purchase knowledge products by fostering cognitive engagement and expectations, creating a serial mediation effect. Furthermore, knowledge anxiety positively moderates the impact of social presence on purchase intention, with a more pronounced effect for individuals with higher anxiety. This research provides a novel theoretical perspective for understanding user behavior in knowledge-based short videos and offers practical guidance for platforms and creators to enhance monetization.

Keywords: knowledge-based short videos; social presence; cognitive engagement; expectations; knowledge anxiety; purchase intention

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MDPI and ACS Style

Zheng, C.; Ling, S.; Huang, Y.; Li, X. The Impact of Social Presence on Purchase Intentions of Knowledge Products Among Knowledge-Based Short Video Users: A Moderated Mediation Model. Behav. Sci. 2025, 15, 1140. https://doi.org/10.3390/bs15081140

AMA Style

Zheng C, Ling S, Huang Y, Li X. The Impact of Social Presence on Purchase Intentions of Knowledge Products Among Knowledge-Based Short Video Users: A Moderated Mediation Model. Behavioral Sciences. 2025; 15(8):1140. https://doi.org/10.3390/bs15081140

Chicago/Turabian Style

Zheng, Can, Shuai Ling, Yarong Huang, and Xinxiang Li. 2025. "The Impact of Social Presence on Purchase Intentions of Knowledge Products Among Knowledge-Based Short Video Users: A Moderated Mediation Model" Behavioral Sciences 15, no. 8: 1140. https://doi.org/10.3390/bs15081140

APA Style

Zheng, C., Ling, S., Huang, Y., & Li, X. (2025). The Impact of Social Presence on Purchase Intentions of Knowledge Products Among Knowledge-Based Short Video Users: A Moderated Mediation Model. Behavioral Sciences, 15(8), 1140. https://doi.org/10.3390/bs15081140

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The Impact of Social Presence on Purchase Intentions of Knowledge Products Among Knowledge-Based Short Video Users: A Moderated Mediation Model

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