Livestream commerce on platforms like TikTok is growing rapidly, yet how consumer trust drives continuous purchase intention remains underexplored. Integrating the Elaboration Likelihood Model (ELM) and the Stimulus-Organism-Response (SOR) framework, this study examines how livestream cues are associated with trust in livestream sellers, trust in products, and continuous purchase intention. Survey data from 221 Vietnamese consumers, analyzed via PLS-SEM, reveal a dual trust mechanism: peripheral cues (expertise, interactivity, hedonic experience, and brand awareness) are positively associated with trust in sellers, whereas the central cue of utilitarian value is positively associated with trust in products. A trust-transfer effect suggests that trust in livestream sellers is positively associated with trust in products, and both types of trust significantly influence continuous purchase intention. This study contributes to the literature on trust formation in livestream commerce and offers practical insights for platforms and retailers seeking to support long-term consumer engagement.
To et al. (Fri,) studied this question.
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