How social learning drives customer engagement in short video commerce: An attitude transfer perspective

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.