Exploring gen z loyalty in SVOD platforms: An integrated S-O-R and PAD theory perspective

This study investigates the mediating role of electronic customer engagement in the relationship between electronic trust and loyalty among Generation Z users of Subscription Video-on-Demand (SVOD) platforms in Indonesia. Anchored in the Stimulus–Organism–Response (S-O-R) paradigm and the Pleasure–Arousal–Dominance (PAD) framework, the research conceptualizes trust as a psychological stimulus that triggers user engagement, which in turn influences loyalty. Data were collected from 385 valid respondents through an online survey, and the proposed model was analyzed using structural equation modeling (SEM). The empirical results reveal that electronic trust does not have a direct effect on loyalty. Instead, its influence is fully mediated by electronic customer engagement, underscoring the central role of engagement in the process of loyalty formation in digital service environments. These findings provide empirical support for the integration of the S-O-R and PAD frameworks in explaining digital consumer behavior, particularly within the streaming media context. The study highlights how psychological dimensions such as pleasure and arousal, elicited by trust, are instrumental in fostering deeper levels of engagement that ultimately drive loyalty. From a practical standpoint, the results offer valuable insights for SVOD service providers aiming to enhance user retention. By designing platforms that encourage interactive, emotionally resonant, and engaging user experiences, providers can better capitalize on existing trust to build long-term user relationships and loyalty. This research contributes to the growing body of knowledge on digital consumer psychology by elucidating the mechanisms through which trust translates into loyalty. It positions electronic engagement as a pivotal construct in digital marketing strategies, emphasizing its importance in sustaining customer commitment in an increasingly competitive streaming service landscape.