Table 3.
Summary of measurement scales constructs (in the table, short video refers to health-related short videos).
| Construct | Item | Source |
|---|---|---|
| Social Interaction | SI1: Short video ads provide me the opportunity to have lively, interesting, and engaging interaction with others | Animesh et al.(2011) [41]; Fan et al.(2017) [19] |
| SI2: In general, I think that short video ads strongly facilitate social interactions | ||
| SI3: Overall, I am very satisfied with the social aspects of short video ads | ||
| Intrusiveness | IR1: Short video ads are an insult to one’s intelligence | Chowdhury et al. (2010) [42]; Pintado et al. (2017) [15] |
| IR2: Short video ads are bothersome | ||
| IR3: Short video ads are disappointing | ||
| IR4: Short video ads are irritating | ||
| Informativeness | IN1: Short video ads are a good source of information on products | Chowdhury et al. (2010) [42]; Pintado et al. (2017) [15] |
| IN2: Short video ads offer opportune information on products | ||
| IN3: Short video ads are a good source of updated information | ||
| Relevance | RE1: The presentation style of short video ads is my favorite one | Wang et al. (2013) [43]; Fan et al. (2017) [19] |
| RE2: The theme of advertising is very close to my interest | ||
| RE3: The function of advertising fits well with my needs | ||
| Perceived Usefulness | PU1: Short video ads would enable me to purchase favorite products | Ducoffe (1996) [8]; Lin & Kim (2016) [2] |
| PU2: Short video ads would enable me to broaden my understanding of the product or service | ||
| PU3: Short video ads provide valuable information for products | ||
| Perceived Ease of Use | PE1: Learning how to participate in short video ads would be easy for me (viewing, clicking and commenting) | Ducoffe (1996) [8]; Lin & Kim (2016) [2] |
| PE2: Participating in short video ads takes less time and effort | ||
| PE3: Short video ads can link products directly | ||
| Ad Attitude | AT1: I like the sponsored advertisement section in short video | Taylor et al. (2011) [10]; Lin & Kim (2016) [2] |
| AT2: I like pictures uploaded by ad sponsors on short videos | ||
| AT3: I’ll be positive about short video ads | ||
| AT4: I like the style of short video ads | ||
| Purchase Intention | PI1: I will buy miscellaneous products shown on short video ads | Lin & Kim (2016) [2] |
| PI2: I intend to purchase products shown on short video ads | ||
| PI3: I will recommend products shown on short videos to others |