Table 8. Conclusions and implications... | Emerald Publishing

Table 8.

Conclusions and implications

Conclusions	Implications
Trust has a pivotal role in the digital environment particularly as the primary mediator between interactivity/co-experience and engagement	Theoretical: Our study not only validates the SOR framework in the context of live-streaming e-commerce but also underscores the paramount role of trust in the digital environment
	Managerial: To build trust, streamers should prioritize product transparency and consumer empowerment, rather than relying solely on synchronicity
In interactivity, active control is significantly related to trust. Meanwhile, two-way communication and synchronicity are not significantly related to trust	Theoretical: Our study, in line with Mpinganjira (2016), emphasizes that not all dimensions of interactivity are equally important. It underscores the significance of active control over two-way communication
	Managerial: Platforms should prioritize features that empower consumers, such as the ability to select products or adjust the speed of a demo. This focus on consumer control enhances interaction and, consequently, trust
For the co-experience variable, participation and cognitive communion are positively related to trust; meanwhile, resonant contagion is not significantly related	Theoretical: Introduce co-experience as a new variable in the live-streaming context and show that resonant contagion does not automatically develop trust
	Managerial: Streamers should involve consumers through Q&A, polling or real-time reviews during live-streaming sessions. Streamers should greet the audience personally to improve cognitive communication

Conclusions	Implications
Trust has a pivotal role in the digital environment particularly as the primary mediator between interactivity/co-experience and engagement	Theoretical: Our study not only validates the SOR framework in the context of live-streaming e-commerce but also underscores the paramount role of trust in the digital environment
	Managerial: To build trust, streamers should prioritize product transparency and consumer empowerment, rather than relying solely on synchronicity
In interactivity, active control is significantly related to trust. Meanwhile, two-way communication and synchronicity are not significantly related to trust	Theoretical: Our study, in line with Mpinganjira (2016), emphasizes that not all dimensions of interactivity are equally important. It underscores the significance of active control over two-way communication
	Managerial: Platforms should prioritize features that empower consumers, such as the ability to select products or adjust the speed of a demo. This focus on consumer control enhances interaction and, consequently, trust
For the co-experience variable, participation and cognitive communion are positively related to trust; meanwhile, resonant contagion is not significantly related	Theoretical: Introduce co-experience as a new variable in the live-streaming context and show that resonant contagion does not automatically develop trust
	Managerial: Streamers should involve consumers through Q&A, polling or real-time reviews during live-streaming sessions. Streamers should greet the audience personally to improve cognitive communication