Factors influencing intention to forward short Internet videos

• Jinsong Huang

  Beihang University

• Rong Chen

  Tsinghua University

• Xia Wang

  Renmin University of China

Interpersonal short video forwarding is currently one of the most popular activities of Internet users. One of the key factors that affects this online interpersonal behavior is forwarding intention. In this study, a quality perception → benefit expectation → intention model was proposed to explain the formation of video forwarding intention. To test the model data were collected from 210 undergraduate students. The results showed that perceptions of the quality of the content and empathy affect 3 benefit expectations of control, inclusion, and affection. In addition, control, inclusion, and affection affect forwarding intention.

1. Jinsong Huang, Beihang University
   Department of Business Administration
2. Rong Chen, Tsinghua University
   Department of Marketing
3. Xia Wang, Renmin University of China
   Department of Marketing

• PDF
  (USD 29)