The Influence of Short Video Duration on Fashion E-commerce Consumers' Purchase Intention
Abstract
As the integration of fashion e-commerce and short videos deepens, video duration has become a key factor influencing consumer
purchasing decisions. Research reveals that the relationship between video length and fashion e-commerce purchase intent is nonlinear. Videos shorter than 15 seconds often fail to fully showcase product design details, material characteristics, and styling scenarios, resulting in insufficient information acquisition and low purchase intent. Conversely, videos exceeding 60 seconds tend to cause viewer fatigue and reduced
engagement efficiency, which similarly dampens purchasing motivation. When videos are between 20-45 seconds, they effectively demonstrate core product values, convey brand style, and maintain viewer focus while fostering emotional resonance, thereby significantly enhancing purchase intent. Additionally, different fashion categories (e.g., apparel, accessories) exhibit varying sensitivity to video length, requiring
tailored durations optimized for conversion effectiveness.
purchasing decisions. Research reveals that the relationship between video length and fashion e-commerce purchase intent is nonlinear. Videos shorter than 15 seconds often fail to fully showcase product design details, material characteristics, and styling scenarios, resulting in insufficient information acquisition and low purchase intent. Conversely, videos exceeding 60 seconds tend to cause viewer fatigue and reduced
engagement efficiency, which similarly dampens purchasing motivation. When videos are between 20-45 seconds, they effectively demonstrate core product values, convey brand style, and maintain viewer focus while fostering emotional resonance, thereby significantly enhancing purchase intent. Additionally, different fashion categories (e.g., apparel, accessories) exhibit varying sensitivity to video length, requiring
tailored durations optimized for conversion effectiveness.
Keywords
Short video duration; Fashion e-commerce; Purchase intention; Information reception efficiency; Attention retention
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PDFReferences
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DOI: http://dx.doi.org/10.70711/frim.v4i1.8566
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