The influence of information processing on consumer switching intention from traditional to short video e-commerce: a structural equation modelling study

Purpose This study investigates factors influencing consumers’ switching intentions from traditional e-commerce to short video e-commerce, emphasizing differences in information processing. Design/methodology/approach Guided by the Push-Pull-Mooring framework, the study employs a questionnaire survey and structural equation modeling to analyze the roles of overload confusion, virtual touch, vicarious learning, and online consumer inertia in shaping perceived value and customer satisfaction. Findings Overload confusion in traditional e-commerce negatively affects satisfaction, while virtual touch and vicarious learning in short video e-commerce positively influence perceived value and satisfaction. Online consumer inertia moderates these effects, displaying distinct paths through which these factors affect switching intentions. Originality/value By integrating PPM theory with information processing perspectives, this research highlights unique characteristics of short video e-commerce and its competitive advantages. The findings offer actionable insights for e-commerce platforms to enhance user engagement and optimize strategies across distinct formats.