Journal of Logistics, Informatics and Service Science | 2026
Authors: Chen C.
DOI: 10.33168/JLISS.2026.0303
Journal: Journal of Logistics, Informatics and Service Science
Year: 2026
Publisher: Success Culture Press
Document Type: Article
Open Access: All Open Access; Gold Open Access
Cited by: 0
This study, grounded in the Stimulus-Organism-Response (S-O-R) theoretical framework, investigates the differential impact mechanisms of promotional cues and opinion leader cues on consumer purchase loyalty in short-video e-commerce. By constructing a dual-pathway model, the research examines how these two types of external stimuli ultimately influence purchasing behavior through the mediating roles of trust and perceived value. Based on questionnaire data from 600 consumers who have purchased agricultural products via short-video platforms, empirical testing was conducted using structural equation modeling and the Bootstrap method. The results reveal a significant asymmetry in the influence pathways of the two stimuli: The effect of promotional cues on purchase loyalty is predominantly direct (accounting for 84.6% of the total effect), manifesting as a fast, heuristic decision-making path. In contrast, the influence of opinion leader cues operates mainly through psychological mediation, with indirect effects comprising 52.1% of the total effect. Furthermore, their impact on perceived value (β = 0.46) is substantially greater than on trust (β = 0.18), suggesting that they primarily function as "value signal transmitters" in the short-video e-commerce context. Both trust and perceived value serve as partial mediators, validating the applicability of the dual-pathway model. This study uncovers the differentiated persuasion mechanisms driven by economic incentives and social trust in short-video e-commerce, extends the explanatory boundaries of the S-O-R theory within the social commerce context, and provides empirical evidence and managerial insights for platforms in designing promotional strategies and selecting/collaborating with opinion leaders. © 2026, Success Culture Press. All rights reserved.
Dual-Path Model; Opinian Leader; Purchase Loyalty; SEM; Short-video E-commerce; SOR