The Impact of Consumer Trust on Purchase Intention: The Mediating Role of Perceived Value

Ruoxin Li

doi:10.54097/wt9zmb02

Authors

Ruoxin Li

DOI:

https://doi.org/10.54097/wt9zmb02

Keywords:

Consumer Trust, Purchase Intention, Perceived Value, Douyin Platform, SOR Theory

Abstract

With the rapid development of the mobile Internet, short-video e-commerce platforms have become important for online shopping, and Douyin has shown robust growth thanks to its large user base and transaction scale. However, uneven product quality and insufficient consumer trust restrict its sustainable development. Based on the SOR (Stimulus-Organism-Response) theory, this study takes Douyin as the research object, constructs a model of how consumer trust influences purchase intention, and introduces perceived value as a mediating variable to explore the paths of four dimensions of consumer trust (security mechanism, platform popularity, product information quality, service quality) on purchase intention. An empirical study was conducted with 326 valid questionnaires via reliability and validity analysis, regression analysis and Bootstrap mediating effect test. The results show that all four dimensions of consumer trust have a significant positive impact on perceived value and purchase intention, and perceived value plays a partial mediating role between them. This study enriches the application of the SOR theory in short-video e-commerce, and provides theoretical and practical references for Douyin and similar platforms to optimize the trust system and boost consumers' purchase intention.

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