Table 1.

Research questions and corresponding hypotheses.

Question Number	Research Question	Corresponding Hypotheses
RQ1	What are the key factors of short-video ads?	H1, H2, H3, H4
RQ2	How do the factors affect the perceived usefulness of health-related ads?	H1, H2, H3, H4
RQ3	How do perceived usefulness and perceived ease of use affect user attitudes and purchase intention on health-related short-video ads?	H5, H7, H8
RQ4	What kind of relationship exists between user attitudes toward health-related short-video ads and users’ purchase intention on health-related products?	H9
RQ5	What is the mediating effect of perceived usefulness and user attitudes to users’ purchase intention on health-related products?	H5, H6, H8, H9