Asian Journal of Business Research | 2026
Authors: Yu M.; Li J.; Moon B.-J.
DOI: 10.14707/ajbr.250212
Journal: Asian Journal of Business Research
Year: 2026
Publisher: Asia Business Research Corporation
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
In recent years, shopping via short video apps has emerged as a new format for social commerce. Nonetheless, strategies to enhance the usage of short video apps for shopping remain under-researched. Utilizing the stimulus-organism-response (S-O-R) paradigm, this study proposes a theoretical framework to examine the relationships between social affordances, perceived values, and the actual usage of short video apps for shopping. Additionally, we consider socio-demographic factors, including gender, age, and income, as moderators and hypothesize their influence on the relationship between user-perceived values and the actual usage of short video apps for shopping. An online survey was conducted, gathering 363 valid responses from TikTok users, which were then analyzed using PLS-SEM. The results indicate that social affordances enhance user perception, which subsequently increases the actual usage of short video apps for shopping. Furthermore, the study identifies a moderating effect of age and income on the relationship between perceived values and actual usage of these apps for shopping. This research offers new insights into how social affordances affect users’ purchasing behavior on short video apps and provides operators and commercial developers with valuable knowledge on encouraging users to make purchases using short video apps. © (2026), (Asia Business Research Corporation). All rights reserved.
Hedonic values; Short video commerce; Social affordance; Socio-demographic factors; Stimulus-organism-response; Utilitarian values