Abstract：［Purpose/significance］A theoretical model on the influence of shortform video display on customers’ purchase intention is established,which provides practical guidance for ecommerce operators to develop better shortform video display strategies and help improve the efficiency of online content marketing［Method /process］According to the “SOR” model,a theoretical model of the effect of shortform video display on consumers’ purchase intention is constructedWe choose information usefulness,information usability and information comprehensiveness of the shortform video,as the external environment stimulus in this model,use haptics,pleasure and trust as three measurements of consumers’ internal perception,and predict consumer behavior with purchase intentionData are acquired by questionnaire and the structural equation model is used to test the applicability of the model［Result/conclusion］Through the analysis,we find that haptics,pleasure and trust can stimulate consumers’ purchase intention,and the usefulness and comprehensiveness of the shortform video also can promote the feeling of haptic,pleasure and trustHowever,the usability of it hinders consumers’ hapticMeanwhile,the usability has no influence on pleasure although it can stimulate customer trust
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