<![CDATA[ Purpose – This study aims to examine the effect of stimuli in short video content—namely informativeness, comments, virtual haptics, and price discount—on impulse purchase intention mediated by pleasure among Generation Z users of Shopee fashion videos in Indonesia. Design/methodology/approach – This research employs a quantitative explanatory approach based on the Stimulus-Organism-Response (SOR) theory. The study uses purposive sampling with 243 respondents from Generation Z who have watched Shopee short videos related to fashion products. Data were analyzed using Partial Least Squares (PLS) with SmartPLS 3 software. Findings – The results indicate that comments, virtual haptics, and price discounts have a significant effect on pleasure, which subsequently increases impulse purchase intention. However, informativeness does not have a significant effect on pleasure. Originality/value – This study contributes to digital marketing literature by applying SOR theory in the context of short video commerce, highlighting the role of sensory and social stimuli in shaping impulsive buying behavior among Generation Z.]]>
Copyrights © 2025
