How to promote the usage of short video apps for shopping? The perspective of social affordances

In recent years, shopping via short video apps has emerged as a new format for social commerce. Utilizing the stimulus-organism-response (S-O-R) paradigm, this study examines how social affordances influence perceived values and actual usage of short video apps for shopping. Based on 363 valid TikTok user responses and PLS-SEM analysis, results indicate that social affordances significantly enhance perceived value, which subsequently increases shopping usage. Age and income moderate the relationship between perceived values and actual usage. The findings offer insights for platform operators and developers to encourage commerce adoption via short video applications.