Short videos on social media platforms have boomed with the rapid growth of the video consumption industry and have become an important marketing tool for businesses. With the rise of platforms such as TikTok or Douyin, short videos have profoundly impacted consumer behavior, making it crucial to understand their role in shaping consumer purchase intention. However, there is still a need for further research on how short video content promotes consumer purchase intent. Based on the Stimulus–Organism–Response (SOR) model, this study constructs a structural model to explore the impact of short video content on consumer purchase intention, focusing on the mediating role of consumer trust. The model incorporates usefulness, ease of use, and entertainment as external stimuli, consumer trust as internal psychological responses, and purchase intention as the final behavioral outcome. This study collected 372 valid data from Chinese consumers through an online questionnaire and empirically analyzed it using structural equation modeling. The study results show that short-form video content’s usefulness, ease of use, and entertainment significantly affect consumers’ trust and purchase intention. Moreover, consumer trust positively affects purchase intention and mediates the relationship between short video content and purchase behavior. This research extends the application of the SOR model to the context of social media short videos, highlighting the crucial role of consumer trust in shaping consumer purchase decisions. Based on these findings, we propose actionable strategies for businesses to optimize short video content and build consumer trust, ultimately enhancing marketing effectiveness and driving consumer purchases.

With the rapid popularization of digital technology, e-government has become an essential tool for modern governments to improve governance capacity and enhance public trust. Especially in the post-pandemic era, the continued use of e-government plays a crucial role in promoting public participation, enhancing government trust, and fostering sustainable governance. The purpose of this study is to explore the behavioral drivers of e-government continuance intention to use (CIU), focusing on the roles of satisfaction (SA) and trust (TR) as mediators. Guided by the Expectation Confirmation Theory (ECT), this study collected data from 393 valid questionnaires and employed quantitative analysis and structural equation modeling (SEM) to examine how perceived usefulness (PU) and expectation confirmation (EC) influence CIU through SA and TR. The findings indicate that perceived usefulness and expectation confirmation significantly and positively affect public satisfaction and trust in e-government, which in turn drive the public’s intention to continue using these platforms. This study extends the application of ECT in the e-government context, providing empirical support for its theoretical framework. Additionally, the results offer practical guidance for optimizing e-government services. By improving the platform’s usefulness and ability to meet user expectations, governments can enhance public satisfaction and trust, effectively encouraging continuous usage of e-government services. This contributes to the realization of modern digital governance and supports the sustainable development of society.