In the short video application scenario, self-disclosure helps to establish and maintain relationships with others, and is important for the formation of mass trust. To this end, this study investigates the impact of self-disclosure on mass trust in the context of short video applications based on social exchange theory, and introduces perceived similarity to explain the specific impact mechanism while focusing on the boundary conditions of trust disposition in it. This study takes TikTok as the research object and analyzes the (...) data obtained from the questionnaire survey. The empirical test results show that self-disclosure not only affects mass trust directly, but also indirectly through perceived similarity. In addition, a moderating effect of trust disposition on perceived similarity was found to affect mass trust. The findings of this paper contribute to an in-depth understanding of the potential intermediate mechanisms and boundary conditions of self-disclosure on mass trust, reveal the theoretical relationship between self-disclosure and mass trust, bridge the gap between previous mechanisms of mass trust influence from the perspective of empirical research, and effectively guide the management practice of short video applications. (shrink)

The booming development of educational livestreaming platforms has caused the prevalence of user experience to a certain extent, which profoundly affects users' purchase intention and behavior, and has become a hot topic of current research in the online education field. However, there is a lack of in-depth analysis on the mechanism of the role of user experience in influencing purchase intention. Based on the analysis of user experience and psychological ownership, this study constructs a moderated mediation model to investigate the (...) mediating psychological mechanism and boundary conditions of user experience affecting purchase intention. In this study, a valid sample of 372 users was used for structural equation modeling analysis. The results of the study found that user experience not only had a significant positive effect on purchase intention but was also mediated by psychological ownership. We also found that the effect of psychological ownership on purchase intention was moderated by privacy concerns. This study examines the role of user experience in purchase intention and reveals the mechanism of the role of user experience in an educational livestreaming platform. (shrink)