This study aims to investigate the intra-merchant trust migration mechanism from static E-stores to dynamic live streaming channels within the Chinese omnichannel retail context. It specifically proposes theoretically plausible mechanisms – such as the “Benevolence Paradox” and “Visual Displacement Effect” – to interpret how technological affordances and cultural context reshape consumer decision-making.
Integrating trust transfer theory and the persuasion knowledge model (PKM), the study employs a purposive sampling strategy to survey 452 active live-streaming users in China. Data were analyzed using covariance-based structural equation modeling (CB-SEM) to test the dual-path trust mechanism.
The results confirm a “Halo Effect” where institutional trust transfers from E-stores to live channels. However, the study reveals a “Transfer-Usage Gap.” Specifically, results indicate that while Live Integrity positively influences purchase intention, Live Benevolence exhibits a significant negative effect. Drawing on the PKM, we interpret this counter-intuitive finding through the lens of a theoretical “Benevolence Paradox,” suggesting that in high-persuasion live streaming contexts, performative goodwill may be construed as manipulative intent. Additionally, the non-significant path for ability trust implies a potential “Visual Displacement Effect,” where high-fidelity visual cues may displace the need for abstract ability trust.
Theoretically, this study integrates the Persuasion Knowledge Model to elucidate the “Benevolence Paradox,” challenging the universal positivity of trust dimensions. It reveals how visual cues displace abstract ability trust. Managerially, results advocate for “Operational Integrity” over performative benevolence to mitigate consumer skepticism. Limitations include the cross-sectional design, which restricts causal inference and the focus on Chinese consumers, limiting cross-cultural generalizability. Future research should employ longitudinal methods and explore diverse cultural contexts to validate these boundary conditions.
The findings offer novel insights for international brands targeting Asian markets, suggesting that “restrained benevolence” and “visual demonstration” are key strategies to navigating the complex psychology of live-streaming consumers. Retailers are advised to decouple their trust strategies across channels to avoid triggering consumer skepticism.
As live streaming blurs the line between social interaction and commercial persuasion, this study highlights the need for “Livestream Literacy” education to help consumers discern manipulative benevolence. For policymakers, findings suggest stricter disclosure standards are required, necessitating clear visual distinctions between authentic content and paid promotion. Furthermore, the study warns against the normalization of “performative intimacy,” urging a societal shift towards valuing authentic digital relationships over algorithmically induced emotional engagement.
This research integrates the PKM to challenge Western-centric trust models by identifying the “dark side” of trust (Benevolence Paradox) in high-persuasion Asian markets. It also theoretically conceptualizes a potential “Visual Displacement Effect,” offering a lens to understand how media richness alters trust formation paths.
