Which videos make Gen Z shoppers click “buy now”?

Short-form videos on shopping apps can feel like a rabbit hole. You open the app to look for one thing, and an hour later, you have a cart full of items you never intended to buy. A new study published in the journal PLoS One explores the psychological mechanics behind this phenomenon. It shows how specific experiences delivered through video can trigger emotional responses in young shoppers, directly leading them to make impulse purchases.

E-commerce has changed how we shop, especially for Generation Z, who grew up with smartphones in their hands. Researchers have known for a long time that the design of a physical store or a traditional website can influence a shopper’s mood and behavior. But there has been less focus on the unique power of short-form video, a format that now dominates platforms like Shopee and TikTok Shop.

A team of researchers in Vietnam, led by Thi Thuy An Ngo, wanted to understand this new landscape. They noticed that while many studies looked at external factors like sales promotions, few examined the internal experiences a video creates for a viewer. They wanted to know how different kinds of video content, like something entertaining or educational, affect a person’s feelings of excitement and pleasure, and how those feelings translate into clicking the “buy now” button.

Psychology of Selling

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How the Study Was Conducted

To find answers, the research team conducted a detailed survey. They gathered responses from 438 Vietnamese consumers who are part of Generation Z and have experience making unplanned purchases on the Shopee video platform. The questionnaire was designed to measure four types of experiences viewers might have, known as the “4Es”.

These experiences were entertainment, education, escapism, and esthetics. Participants rated how much they felt each of these when watching product videos. They also rated their emotional responses, specifically their level of arousal, which is a feeling of excitement or stimulation, and pleasure, which is a feeling of happiness or satisfaction. Finally, they reported on their own online impulse buying behavior. This data allowed the researchers to connect the dots between the video experience, the emotional reaction, and the final purchase.

Entertainment and Education Spark Positive Feelings

The study found a clear connection between certain experiences and positive emotions. Videos that were entertaining, using humor or surprises, made viewers feel both more aroused and more pleased. This combination of excitement and happiness created a positive shopping environment that made people more likely to buy something on the spot.

A similar effect was found for educational videos. Content that showed how to use a product, offered detailed reviews, or featured an “unboxing” also increased viewers’ feelings of arousal and pleasure. Gaining new knowledge and feeling more confident about a potential purchase can be an energizing and satisfying experience. This suggests that videos do not just have to be amusing; they can be informative and still trigger the emotional state that leads to a sale.

Escapism and Esthetics: A More Complicated Picture

Not all experiences had the same straightforward effect on emotions. The researchers discovered that escapist videos, which might show a product being used in a luxurious or exotic setting, did increase a viewer’s sense of arousal. The novelty and aspiration of seeing a different lifestyle was stimulating. However, this excitement did not translate into a significant increase in pleasure. The study suggests that while these videos are engaging, they might also subtly remind viewers of what they lack, which can reduce feelings of happiness.

A similar pattern emerged for esthetic experiences. Videos that were visually beautiful, with high-quality images, good lighting, and an artistic flair, also made viewers feel more aroused. The sensory appeal captured their attention. But, like escapism, these esthetically pleasing videos did not reliably make viewers feel more pleasure. The researchers note that beauty is subjective, and what one person finds appealing may not resonate with another.

The Direct Path to an Impulse Buy

The study confirmed that emotions are the key link between watching a video and making an unplanned purchase. A feeling of arousal, or excitement, was a very strong predictor of impulse buying. The more stimulated a person felt by a video, the more likely they were to buy the product. Arousal also had the secondary effect of increasing feelings of pleasure.

Pleasure on its own was also a direct driver of impulse buying. When viewers felt happy or satisfied while watching, they were more inclined to make a purchase. The study also looked at other factors and found that gender and income played a role. Women and individuals with higher incomes were more likely to make impulse buys. Within the Generation Z sample, however, a person’s specific age did not seem to make a difference.

A Note on the Study’s Scope

Like any scientific research, this study has its boundaries. The research focused on the internal psychological experiences created by videos. It did not examine external factors, such as limited-time offers or social media trends, which can also influence buying decisions.

The participants were also from a specific group: Generation Z consumers in Vietnam. The findings provide a deep look into this important demographic, but the results might differ for older shoppers or for consumers in other countries with different cultural contexts. Future research could explore these other variables for a more complete picture.

What This Means for Your Business

The study’s findings offer clear, practical guidance for anyone using video to sell products online.

• Prioritize excitement. Arousal is a powerful driver of impulse buying. Use upbeat music, quick edits, surprising elements, or energetic presenters to create a sense of stimulation and capture attention immediately.
• Lean on entertainment and education. These two experiences are reliable ways to generate both excitement and pleasure. Make your videos fun to watch, or make them genuinely helpful by showing the product in action and explaining its benefits clearly.
• Use escapism and esthetics wisely. Beautiful and aspirational videos can get attention, but they may not create the positive feelings that seal the deal. If you use these themes, ensure they feel attainable and inspiring rather than distant or intimidating.
• Connect emotion to action. Once a video has created feelings of excitement and pleasure, the path to purchase should be as simple as possible. A clear call to action and a one-click buying option can convert that emotional peak into a sale.
• Consider your audience’s demographics. The research confirms that factors like gender and income influence buying habits. You may want to create different styles of video content to appeal to different segments of your target market.