Figure 2.
The conceptual framework illustrates trust relationships within a live shopping marketplace involving buyers, sellers, marketplace experience, and marketplace community. The central box labelled Trust connects bidirectionally with Buyer and Seller components. The Buyer section lists antecedents, including live-streaming experience, sellers, promotions, curiosity, entertainment, collectibles, and pricing opportunities. Buyer consequences include positive outcomes such as belongingness and enjoyable moments, and negative outcomes such as addiction, gambling behaviour, overconsumption, and inauthenticity. The Seller section lists antecedents, including financial outcomes, live-streaming sales channels, personalised audiences, and limited demographic restrictions. Seller consequences include positive outcomes such as personal branding and community membership, alongside negative outcomes involving content options and time required for audience-building. Above the Trust component, Marketplace experience includes customer service, protection policy, technical issues, user interface, and app updates. Below the Trust component, the Marketplace community includes buyers, sellers, and dual-role participants. Additional boxes on the right identify precursors of relationship commitment and trust, including power, relationship termination cost, relationship benefits, shared values, communication, and opportunistic behaviour, as well as outcomes of relationship commitment and trust, including acquiescence, propensity to leave, cooperation, functional conflict, and uncertainty. Arrows throughout the framework indicate interconnected relationships among marketplace participants and trust-related factors.Conceptual framework