Ephemeral content has become a vital marketing resource for companies, but its effects have rarely been addressed in academic literature. Through the theory of uses and gratifications (U&G), we explore ephemeral content, the impact of Snapchat use, and their impact on millennials’ purchase motivation. Through an electronic survey of 454 millennial-generation participants, analysed through SMART-PLS, theoretical contributions are presented in identifying modality-based gratifications and interactivity-based gratifications as two additional sources of gratification that generate the modality of Snapchat’s ephemeral content. The study theoretically reflects how much interaction and identification with the medium generates a positive involvement in the audience’s needs, thus explaining its reasons for use.

临时内容已成为公司重要的营销资源，但是其影响在学术文献中很少得到解决。通过使用和满足的理论（U＆G），我们探索了短暂的内容，Snapchat使用的影响及其对千禧一代购买动机的影响。通过对SMART-PLS进行分析的454个千禧一代参与者的电子调查，在确定基于情态的满足感和基于交互性的满足感作为产生Snapchat短暂内容的形式的另外两个满足感来源方面，提出了理论上的贡献。该研究从理论上反映了与媒体的互动和识别在受众的需求中产生了积极的参与，从而解释了其使用的原因。