Based　on　the　stimulus-organism-response　(SOR)　framework,　this　research　introduces　perceived　value　and　immersive　experience,　and　builds　a　model　of　media　interaction　affecting　consumers’　consumption　of　clothing　in　mobile　short　video　app　(MSVA).　Among　the　conducted　survey,　using　the　method　of　questionnaire　survey,　a　total　of　820　questionnaires　were　collected,　and　data　from　752　valid　questionnaires　were　used　for　analysis.　The　research　results　showed　that　the　MSVA　media　interaction　has　a　positive　impact　on　perceived　value,　immersion　experience,　and　purchase　intention;　Perceived　value　has　a　significant　positive　impact　on　immersion　experience　and　purchase　intention;　Immersion　experience　has　a　significant　positive　impact　on　purchase　intention.　Perceived　value　and　immersion　experience　play　a　mediating　role　in　the　relationship　between　social　media　interactivity　and　purchase　intention.　This　research　will　provide　theoretical　support　for　clothing　marketing　businesses　of　MSVA　and　suggestions　for　the　development　and　design　of　MSVA.　©　2022　Tian　Hewei.　This　is　an　open　access　article　distributed　under　the　terms　of　the　Creative　Commons　Attribution　License,　which　permits　unrestricted　use,　distribution,　and　reproduction　in　any　medium,　provided　the　original　author　and　source　are　credited.