This study aims to explore the formation of consumer trust in streamers within the live commerce context and its subsequent impact on purchase intentions. It specifically investigates how streamer expertise and social support contribute to building trust and examines the moderating role of live commerce platform service quality in the trust-purchase intention relationship.
Grounded in trust theory, this research uses a quantitative approach based on survey data collected from 456 participants in live e-commerce audiences. Structural equation modeling was used to test the hypothesized relationships among streamer expertise, social support, consumer trust in streamers and purchase intentions, as well as the moderating effect of platform service quality.
The empirical results indicate that both streamer expertise and social support significantly enhance consumer trust in streamers, which in turn positively affects their willingness to watch and purchase. In addition, the quality of live commerce platform services is found to strengthen the relationship between streamer trust and consumer purchase intentions, highlighting its role as a critical moderator.
This study contributes to the literature by offering a nuanced understanding of the antecedents and consequences of streamer trust in live commerce, a previously underexplored area. Its originality lies in the integration of streamer, platform and community factors into a unified trust model. The findings provide actionable insights for streamers and platform managers, helping them design more effective trust-building strategies and service enhancements to foster consumer engagement and sales performance.
