Synapse
⌘+K
Synapse
PulseExploreClubsResearchersJournals
Instagram
HomeClubsExplore
April 12, 2026The TQM Journal

What drives consumer engagement in live streaming commerce? A socio-technical systems and trust configuration approach

View Full Paper
Ask AI
Bookmark
Share

Authors

ASAndri Dayarana K. SilalahiIEIxora Javanisa EunikeDPDo Thi Thanh Phuong

Discussion

Loading...

Member takes

Overview

This research uncovers how socio-technical factors and trust influence engagement in live-streaming commerce, indicating complex interrelations.

Key Points

  • The study aims to explore the interplay of socio-technical attributes and trust to understand consumer engagement behavior in live streaming commerce.
  • Utilized socio-technical systems theory.
  • Employed fuzzy-set qualitative comparative analysis (fsQCA).
  • Investigated seven socio-technical elements: expertise, humor, beauty, warmth, passion, personalization, interactivity.
  • Analyzed configurations of elements and trust-transfer mechanisms affecting consumer engagement behavior.
  • High consumer engagement behavior arises from configurations of streamer warmth and expertise, combined with platform interactivity and strong product trust.
  • Lack of social and technical cues leads to user disengagement and low consumer engagement behavior.
  • Identified trust as an essential factor enabling high engagement pathways, with its absence negating strong socio-technical bundles.

Cite This Study

Silalahi et al. (2026) studied this question.

synapsesocial.com/papers/69db36e64fe01fead37c4d30https://doi.org/10.1108/tqm-04-2025-0235
View Full Paper
Ask AI
Bookmark
Share