ORIGINAL RESEARCH article
Front. Commun.
Sec. Advertising and Marketing Communication
Volume 10 - 2025 | doi: 10.3389/fcomm.2025.1615509
The Impact of Perceived Interactivity on Purchase Intention in Interactive Video: A CAB-Based Chain Mediation Model of Empathy, Immersion, and Arousal
Provisionally accepted
YICHEN LI1*
Meijui Sun2- 1Shih Hsin University, Taipei, Taiwan
- 2Ming Chuan University, Taipei, Taiwan
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In response to the growing popularity of interactive video in China, this study investigates how perceived interactivity influences audiences' purchase intention through emotional and psychological mechanisms. Drawing upon the Cognitive-Affective-Behavioral (CAB) model, a chain mediation framework was developed, positioning empathy and immersion as affective mediators that elevate arousal and subsequently drive purchase behavior. Based on 429 valid survey responses, the analysis confirms that perceived interactivity significantly enhances empathy and immersion, both of which increase arousal and ultimately strengthen purchase intention. The findings offer empirical support for extending the CAB to interactive media and provide actionable insights for content and interface design in the interactive video industry.
Keywords: ：Interactive Video, perceived interactivity, Empathy, Immersion, Arousal, purchase intention, Cab
Received: 23 Apr 2025; Accepted: 28 Jul 2025.
Copyright: © 2025 LI and Sun. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) or licensor are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
* Correspondence: YICHEN LI, Shih Hsin University, Taipei, Taiwan
Disclaimer: All claims expressed in this article are solely those of the authors and do not necessarily represent those of their affiliated organizations, or those of the publisher, the editors and the reviewers. Any product that may be evaluated in this article or claim that may be made by its manufacturer is not guaranteed or endorsed by the publisher.