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短视频消费对中青年奢侈品群体购买意愿、幸福感的影响研究

Research on the Impact of Short Video Consumption on the Purchase Intention and Happiness of the Young and Middleaged Luxury Consumption Group

Psychology of China / 2025,7(5): 525-531 / 2025-05-19 29 10

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• Authors: 朱菲菲 王燕敏 张艾炜 崔佳雯 刘鑫雨 张玉佳
• Information:

  华北理工大学心理与精神卫生学院，唐山

• Keywords:
  Short-video addiction; Purchase intention; Life satisfaction; Psychological distance; Mediating role
  短视频成瘾; 购买意愿; 生活满意度; 心理距离; 中介作用
• Abstract: This study aims to explore the impact of short-video addiction on consumers’ purchase intention and life satisfaction, and analyze the mediating role of psychological distance. Data were collected through questionnaire surveys and empirical analysis was conducted using the structural equation model. The research results show that: (1) Shortvideo addiction significantly positively affects consumers’ purchase intention; (2) Short-video addiction significantly improves users’ life satisfaction; (3) Psychological distance plays a partial mediating role between short-video addiction and purchase intention, but the mediating effect between short-video addiction and life satisfaction is not significant. This study not only enriches the theoretical research on the use of new media and consumer behavior, but also provides an empirical basis for platforms to optimize marketing strategies, and at the same time provides practical inspiration for guiding users to use short videos reasonably and improve digital well-being. 本研究旨在探究短视频成瘾对消费者购买意愿及生活满意度的影响，并剖析心理距离在其中的中介作用。通过问卷调查法收集数据，运用结构方程模型开展实证分析。研究结果表明：（1）短视频成瘾显著正向影响消费者购买意愿；（2）短视频成瘾能够显著提升用户的生活满意度；（3）心理距离在短视频成瘾与购买意愿之间起部分中介作用，但在短视频成瘾与生活满意度之间的中介效应未达显著水平。本研究不仅丰富了新媒体使用与消费者行为领域的理论研究，还为短视频平台优化营销策略提供了实证依据，同时为引导用户合理使用短视频、提升数字福祉提供了实践启示。
• DOI: https://doi.org/10.35534/pc.0705083
• Cite: 朱菲菲, 王燕敏, 张艾炜, 崔佳雯, 刘鑫雨, 张玉佳. (2025). 短视频消费对中青年奢侈品群体购买意愿、幸福感的影响研究. 中国心理学前沿, 7 (5), 525-531.