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July 29, 2026Asia Pacific Journal of Marketing and LogisticsOpen Access

How real-time interaction drives purchase intention: the mediating pathway through perceived trust in live streaming

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Authors

YLYan LiuWLWanxing LiQWQiang Wan

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Overview

Randomized trial examines how real-time interactions shape purchase intention via perceived trust, indicating significant implications for marketing strategies.

Key Points

  • This study explores how real-time interactions in live-streaming e-commerce drive purchase intention through perceived trust.
  • Survey data collected from 409 live-streaming shoppers in China.
  • Employed partial least squares structural equation modeling (PLS-SEM) for analysis.
  • Investigated the moderating effect of price sensitivity on the trust-purchase intention relationship.
  • CSI and CCI significantly enhanced purchase intention through perceived trust with indistinguishable baseline effects.
  • Trust partially mediated the relationships between CSI, CCI, and purchase intention.
  • Heightened price sensitivity reduced reliance on trust, moderating the trust-purchase intention relationship.

Cite This Study

Liu et al. (2026) studied this question.

synapsesocial.com/papers/6a69a2bcc8da07d9defa68f1https://doi.org/10.1108/apjml-01-2026-0140
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