How Sense of Control Shapes Purchase Intention in Tiktok Short Video Advertising: A Serial Mediation Analysis

In the algorithmic era of short video marketing, user interactivity has shifted consumers from passive receivers to active participants, yet the psychological mechanisms linking user agency to commercial outcomes remain underexplored. Drawing on the Stimulus-Organism-Response (S-O-R) framework, this study investigates how the sense of control derived from TikTok (Douyin) advertising influences purchase intention, specifically examining the mediating roles of trust and perceived value. The study employed a cross-sectional survey involving 383 Chinese university students to gather data, and applied Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess the hypothesized serial mediation model. Findings reveal that sense of control functions as a vital environmental stimulus that exerts a significant and positive influence on purchase intention. Mediation analyses reveal that this relationship is mediated not only by trust and perceived value independently but also through a serial pathway: a heightened sense of control fosters trust, which serves as a cognitive prerequisite for enhancing perceived value, ultimately driving purchase intention. These findings challenge the traditional view of user control as merely an avoidance mechanism, suggesting instead that "digital empowerment" is a strategic catalyst for engagement. The study offers theoretical and practical insights for optimizing interactive advertising strategies by prioritizing user autonomy and credibility building.