Table 7.

Summary of hypotheses validation.

Number	Hypothesis	Validation Result
H1	Social interaction of health-related short video ads positively affects users’ perceived usefulness (PU) of ads.	Established
H2	Intrusiveness of health-related short video ads negatively affects users’ perceived usefulness (PU) of ads.	Established
H3	Informativeness of health-related short video ads positively affects users’ perceived usefulness (PU) of ads.	Established
H4	Relevance of health-related short video ads positively affects users’ perceived usefulness (PU) of ads.	Established
H5	Users’ perceived usefulness of health-related short video ads positively affects their attitudes toward ads.	Established
H6	Users’ perceived usefulness of health-related short video ads positively affects their purchase intentions.	Established
H7	Users’ perceived ease of use of health-related short video ads positively affects their perceived usefulness.	Established
H8	Users’ perceived ease of use of health-related short video ads positively affects their attitudes toward ads.	Not established
H9	Users’ attitudes of health-related short video ads positively affect their purchase intentions.	Established