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June 13, 2026Journal of Services Marketing

Enhancing live streaming commerce performance by building consumer trust: the interplay between streamer expertise, social support and platform service quality

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Authors

KHKai HeXWXiaowei WuJLJunyun Liao

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Overview

Quantitative study examines how streamer expertise and social support build trust in live commerce, influencing purchase intentions.

Key Points

  • This study investigates how streamer expertise and social support impact consumer trust and purchase intentions in live commerce.
  • Quantitative approach using survey data from 456 live e-commerce participants.
  • Structural equation modeling tested relationships among streamer expertise, social support, trust, and purchase intentions.
  • Examined the moderating role of platform service quality in the trust-purchase intention relationship.
  • Streamer expertise significantly enhances consumer trust in streamers.
  • Social support positively affects consumer trust, increasing willingness to watch and purchase.
  • Platform service quality strengthens the trust-purchase intention relationship.

Cite This Study

He et al. (2026) studied this question.

synapsesocial.com/papers/6a2cf5aefaef96ed7f057964https://doi.org/10.1108/jsm-11-2025-0875
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