Comparative Study on the Impact of Short Videos on Young Consumers’ Purchasing Behavior in Hanoi and Taipei

Short videos on social media have rapidly emerged as a powerful marketing tool for shaping consumer behavior. This comparative study investigates the impact of short videos on the purchasing behavior of young consumers (aged 18-35) in Hanoi and Taipei. Quantitative methods, including surveys, and experimental design, were employed in both cities, with a sample size of 200 respondents per location. Key influencing factors—including video content, product information, celebrity endorsement, viewer interaction, and perceived value—were systematically analyzed. The findings highlight both commonalities and contextual differences in how short videos influence purchasing behavior. This study offers practical implications for businesses and marketers targeting young consumers in Vietnam and Taiwan.