From Digital Stimuli to Online Purchase Intention: A Perceived Trust-Based Conceptual Framework for Gen Z Consumers in Henan, China

The rapid evolution of digital technologies has reshaped the e-commerce landscape, with emerging formats such as live streaming and short videos exerting growing influence on online purchase intention, particularly among Generation Z consumers. Drawing on the Stimulus-Organism-Response (S-O-R) framework, this study develops a conceptual model to explain online purchase intention among Gen Z consumers in Henan Province, China. The model conceptualizes Perceived Usefulness (PU), Social Influence (SI), Information Quality (IQ), and Interactivity (INT) as external stimuli, and positions Perceived Trust (PT) as an important mediating mechanism linking these stimuli to online purchase intention. By foregrounding trust as the psychological process through which consumers interpret digital cues and reduce transaction-related uncertainty, the study offers a more integrated explanation of online consumer decision-making in digitally mediated environments. The proposed framework extends the application of the S-O-R model in the e-commerce context, enriches the mechanism-based understanding of online purchase intention, and provides a contextually grounded perspective on Generation Z consumers in Henan. The study also offers practical implications that may inform e-commerce platforms and online retailers seeking to strengthen consumer trust and enhance online purchase intention in increasingly competitive digital markets. Future research may empirically validate the proposed model across diverse consumer groups, regional settings, and digital commerce contexts.