Short video commerce has become increasingly prevalent; however, the factors affecting customer engagement have not been adequately examined. Drawing on social learning theory, attitude transfer theory and relationship norms theory, we explored how social learning behavior from three dimensions of atmospheric cues is associated with customers’ attitudes, how such attitudes mediate these engagement relationships, and also how the relationship norms moderate the mediating effect of attitude. The empirical findings obtained through the PLS-SEM largely support the hypotheses. The fsQCA results illustrate how combinations of antecedents can lead to high customer engagement. This study contributes to the literature on short video commerce, customer attitudes, and relationship norms, and provides influencers and managers with practical strategies to improve customer engagement.

中文翻译：

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社交学习如何推动短视频商务中的客户参与：态度转移视角


短视频商业日益盛行；然而，影响客户参与度的因素尚未得到充分研究。借鉴社会学习理论、态度转移理论和关系规范理论，我们从大气线索三个维度探讨了社会学习行为如何与顾客态度相关，态度如何调节这些参与关系，以及关系规范如何调节中介关系。态度的影响。通过 PLS-SEM 获得的实证结果在很大程度上支持了这些假设。 fsQCA 结果说明了先因组合如何带来高客户参与度。这项研究为有关短视频商务、客户态度和关系规范的文献做出了贡献，并为影响者和管理者提供了提高客户参与度的实用策略。