Trust transference and cognitive affective trust dichotomy in TikTok short-form videos: The moderating role of source homophily

This study explores the under-researched area of cognitive-affective trust transference within the context of short-form videos (SFV) on the TikTok platform. It also provides new insights into the impact of source homophily that arises from viewing SFV. The study incorporates trust transfer theory into the Stimulus-Organism-Response (SOR) model perspective to examine trust transference. Data were gathered from 411 online users in Malaysia using a purposive sampling technique. Partial least squares structural equation modeling has been used to analyze the data via SmartPLS. The findings suggest that video characteristics, platform trust, and source credibility of SFVs on TikTok affect affective trust and perceived homophily. Additionally, affective trust mediates the impact of perceived homophily on purchase intention. Furthermore, perceived homophily moderates the relationship between affective trust and purchase intention. This study offers original insights into how cognitive trust influences affective trust and purchase intention in TikTok SFVs. It examines trust transfer in livestreams and how perceived source homophily can serve as an effective intervention. The findings have novel theoretical implications, advancing our understanding of trust mechanisms in social media and e-commerce.