The Impact of Platform Push on Young Consumers' Online Shopping Psychology and Behavior: Examining Decision Fatigue on Short-Video Platforms

Hongmei Pan; Rasheedul Haque; Sayeeduzzafar Qazi; Ayma Fatima; Abdul Rahman Bin S. Senathirajah

doi:10.57159/jcmm.5.3.261088

Authors

Hongmei Pan Faculty of Business, Accounting, Finance, Law & Humanity (FOBAFLH), MAHSA University, Malaysia; School of Management, Wuhan Technology and Business University, Wuhan, China https://orcid.org/0009-0004-8723-9686
Rasheedul Haque School of Management and Business (SOMB), MILA University, Nilai, Malaysia https://orcid.org/0000-0001-8170-5413
Sayeeduzzafar Qazi University of Business and Technology, Jeddah, Saudi Arabia https://orcid.org/0000-0003-1458-3166
Ayma Fatima Faculty of Data Science & Information Technology, INTI International University, Nilai, Malaysia https://orcid.org/0009-0001-3210-8580
Abdul Rahman Bin S. Senathirajah INTI International University, Malaysia; Shinawatra University, Thailand; Wekerle Business School, Budapest, Hungary https://orcid.org/0000-0001-6044-9051

DOI:

https://doi.org/10.57159/jcmm.5.3.261088

Keywords:

Short-video commerce, Algorithmic personalization, Perceived manipulation, Decision fatigue, Persuasion knowledge activation

Abstract

Short-video platforms such as Douyin and TikTok embed algorithmic product recommendations within entertainment streams, positioning personalization as a facilitator of decision-making. However, persistent push strategies may impose cognitive costs. Drawing on Attribution Theory, the Persuasion Knowledge Model, and Self-Regulation Theory, this study examines how perceived manipulative platform push contributes to decision fatigue among young consumers. We propose that perceived manipulation and heightened decision responsibility activate defensive cognitive processes (persuasion knowledge activation, trust calibration, and reduced cognitive offloading) that deplete decision capacity. Multi-wave survey data from 432 short-video commerce users were analyzed using PLS-SEM. Results show that decision fatigue is driven primarily by persuasion knowledge activation and reduced cognitive offloading, whereas trust calibration does not significantly predict depletion. Perceived decision responsibility further increases fatigue by discouraging reliance on algorithmic guidance. The findings demonstrate that algorithmic personalization can undermine decision efficiency when interpreted as strategically manipulative, highlighting the importance of cognitive sustainability in recommender system design.

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