Rethinking consumer trust formation in live streaming commerce: a multi-mechanism perspective

Purpose Drawing on the Elaboration Likelihood Model (ELM) and Signaling Theory, this study examines how product- and streamer-centered signals shape perceived information diagnosticity (PID) and how PID, parasocial interaction (PSI) and experiential innovativeness (EI) relate to consumer trust in live streaming commerce (LSC). Design/methodology/approach Data were collected via an online survey of 495 Chinese consumers with prior LSC experience. Partial least squares structural equation modeling (PLS-SEM) was used to examine the proposed framework, and multigroup analysis was conducted as a supplementary analysis to compare Gen Y and Gen Z consumers. Findings The results reveal that product information quality (PIQ), streamer credibility (SC) and streamer interaction quality (SIQ) positively predict PID. In turn, PID, PSI and EI are positively associated with consumer trust, with EI emerging as the strongest predictor. The supplementary Gen Y/Gen Z comparison reveals no statistically significant differences, suggesting that the proposed trust-formation mechanisms operate relatively consistently across the two cohorts. Originality/value This study contributes to ELM-based LSC research by integrating cognitive, affective, and experiential mechanisms of consumer trust formation. It links product- and streamer-centered signals to PID as a central-route mechanism, while highlighting EI and the stability of the proposed mechanisms across Gen Y and Gen Z consumers.