With the advent of the Internet era, the scale of online shopping users is expanding, and more clothing brands sell clothing online.While online shopping offers convenience to consumers, it also has certain limitations, such as consumers not being able to directly experience products. Therefore, some clothing brands attempt to improve the online shopping experience through short video experiences. To explore how short video experience affects consumers'clothing purchase intention, this paper constructs a theoretical model with short video experience as the independent variable, virtual touch as the mediating variable, and consumers'clothing purchase intention as the dependent variable, and conducts empirical analysis through the data obtained from the questionnaire survey.The questionnaires were mainly distributed through the online survey platform Wenjuanxing. The sample primarily consisted of individuals aged 18 to 45, which aligns with the characteristics of consumers who watch clothing-related short videos in this study.The results demonstrates that the visual, auditory, and synchronization of audiovisual experience of short video content significantly enhances consumers'clothing purchase intention(a), with virtual tactile feedback acting as a mediating factor(b). These findings enrich existing studies on consumer behavior in online shopping scenarios and provide actionable insights for merchants to optimize video content selection in digital apparel marketing.

short video, sensory experience, virtual touch, consumer purchase intention