An Empirical Investigation of Consumers’ Switching Intention from Traditional E-commerce to Short Video E-commerce from the Perspective of Information Processing

In recent years, short video e-commerce has rapidly developed due to its characteristics such as vividness, simplicity, and accessibility of information. Many merchants and short video platforms have actively engaged in short video e-commerce. However, there still exists fundamental differences in the information processing dimension between short video e-commerce and traditional e-commerce, which requires in-depth exploration. This study, based on push-pull-mooring theory, explores the factors and mechanisms influencing consumers’ switching intention from traditional e-commerce to short video e-commerce from the perspective of information processing. The research results indicate that overload confusion, virtual touch, vicarious learning, and online consumer inertia influence the switching intention by affecting perceived value or customer satisfaction. The findings of this study contribute to a deeper understanding of the motives behind consumer switching for short video platforms and merchants. The understanding assists platforms to optimize e-commerce functions and merchants to implement differentiated operations for different e-commerce channels.