Chinese users’ intention to interact with international short-video bloggers based on the stimulus–organism–response model

This study constructed a research model based on the stimulus–organism–response (SOR) model to explore Chinese social media users’ intention to interact with short-video international bloggers. We conducted a survey with 328 respondents who had engaged with international short-video content. Structural equation modeling and a bootstrapping analysis were used to assess the mediating role of cognitive trust and perceived pleasure in the relationship between users’ interaction intention with short-video bloggers, their social experience, and the content quality of the videos. We found that perceived pleasure significantly mediated the relationship between users’ social experience and interaction intention, while the mediating effect of cognitive trust was nonsignificant. These findings advance application of the SOR model within the context of short-video interactions, and enrich the literature on cross-cultural communication by emphasizing the distinctive role of international bloggers. Our results can inform and assist international short-video bloggers and platform designers in optimizing user engagement.