... to analyze quantitative data to determine the direct and mediated relationships within product trust, while fsQCA served as a complement to identify the combinations of conditions that enhance product trust. Findings The findings reveal three important insights. Firstly, in the context of live streaming...

... sellers’ disclosure of two-sided product information on consumers’ trust in the live-streaming sales context rather than on the information per se. Two-sided product information Purchase intention Product trust Seller trust Live-streaming consumer Live broadcasting of products...