...Fanjue Liu Purpose This study examines how virtual influencers' social attributes shape consumer trust and persuasion outcomes. Drawing on the Robotic Social Attributes Scale, we investigate how warmth, competence, and discomfort influence trust, which then affects endorsement attitudes...

...Kimyung Keng; Yu-heng Chen Purpose This study aims to examine how live streaming streamers’ performance strategies foster swift guanxi, a rapidly formed relational bond characterized by mutual understanding, reciprocal favor and relationship harmony, and how this process shapes trust...

..., with perceived transparency and trust in streamers serving as mediators. Furthermore, the positive impact of TSPD on PI is enhanced when the streamer is an influencer (vs. online store streamer). Originality/value The findings in the live-streaming scenario extend the research regarding TSPD by considering...

...Dae Hui Lee; Udo Gottlieb Purpose Artificial intelligence service quality (AI-SQ) comprises both technical and functional quality. In this study, we investigate how AI-SQ affects trust and commitment in customer engagement, including customer purchases, referrals, social influence and knowledge...

... approach was adopted in the study by employing partial least squares structural equation modeling (PLS-SEM) and fuzzy set qualitative comparative analysis (fsQCA). Findings The PLS-SEM findings showed that investment size and satisfaction positively affected trust and commitment, which in turn...

.... It examines four primary stimuli – perceived scarcity, price sensitivity, product variety and non-coercive social influence – and their impact on active participation in OCGB. Additionally, trust in OCGB platforms and interpersonal trust in group leaders are evaluated as determinants of further usage...

...Jyh-Liang Guan; Tzong-Ru (Jiun-Shen) Lee; Carlos Ferro-Soto; Göran Svensson; Nils M. Høgevold Purpose This study aims to examine the role that satisfaction plays between positive alter egos (i.e. commitment and trust) and negative alter egos (i.e. conflict and opportunism) in buyer and seller...

... the impact of business ethics and etiquette on inter-firm trust, commitment, and reciprocity at different business lifecycles. Design/methodology/approach A total of 3,860 responses from 92 countries were collected via an online survey. Through confirmatory factor analyses, two distinct business ethics...

...Komal Shamim; Muhammad Azam Purpose The present research examines an underlying mechanism outlining how features of the influencers’ content influence the consumers’ urge to buy impulsively through the mediation of trust. Moreover, the moderating role of persuasion knowledge is also investigated...

...Pornpana Tangchua; Assadej Vanichchinchai Purpose This study investigates the relationships between service quality, relationship quality (i.e. satisfaction, trust and commitment) and loyalty in the business-to-business (B2B) context. Design/methodology/approach A questionnaire was developed...

... the mediating effect of trust. Design/methodology/approach This study was conducted with consumers who have online clothing shopping experiences. A total of 539 valid samples were analyzed by bootstrap and structural equation model. Findings The result of this research revealed that perceived...

.../methodology/approach By leveraging data from 496 franchisees in South Korea, our investigation meticulously delineates the unique contributions of these bonding strategies in enhancing franchisee’s social and economic satisfaction, building trust in franchisors and fostering long-term orientation among...

... previously less active and less served. However, the extent to which consumers trust this technology influences the adoption of rob-advisors. The resemblance to a human, or anthropomorphism, can provide a sense of social presence and increase trust. Design/methodology/approach In this paper, we conduct...

... and the mediating effect of consumer trust. Design/methodology/approach Consumers in China from multiple social media platforms participated in this survey, which yielded 333 valid responses for analysis. Findings The results revealed a positive relationship between the video presentation about...

... in China. The data was analyzed using the partial least squares method of structural equation modeling. Findings The findings revealed that amongst the three relational bonds, social and structural bonds were positively associated with trust, whereas financial bonds had no significant relationship...

...Tatiana Anisimova; Jan Weiss Purpose Previous research has found mixed evidence of an attitude–behavior gap in organic food consumption. However, the complex mechanisms underlying this gap warrant further investigation. The purpose of this study is to examine the role of word-of-mouth (WOM), trust...

...Lisana; Yonathan Dri Handarkho Purpose This research aims to investigate the significant influence of social factors based on the social impact theory against service quality factors based on uncertainty avoidance dimension in determining user perception of trust toward mobile payment (MP) usage...

... that trust and perceived product risk significantly affect customer loyalty. It states that trust is significantly influenced by customer satisfaction and perceived product risk. Furthermore, the study shows that perceived risk of online shopping does not significantly influence customer trust and loyalty...

... the role of engagement between different types of trust and satisfaction toward shopping on C2C e-commerce. Design/methodology/approach A quantitative survey method was developed to test the antecedents and mediator of C2C customer satisfaction. A panel service was used to collect the dataset...

... on exhibition trust through general attendees' satisfaction. Design/methodology/approach Structural equation modeling was used to examine the causal relationships between the following factors: extended service quality, distinct perceived value, satisfaction and trust. Findings The structural...