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September 3, 2026Journal of theoretical and applied electronic commerce researchOpen Access

The Role of Streamer Type in Consumer Trust Formation and Repurchase Intention in Live-Streaming Shopping

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Authors

JDJunxiu DongJWJinliang WangKKKyung-Min Kim

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Overview

Structural equation modeling reveals quality and interactivity drive repurchase intention in live-streaming shoppers, indicating celebrity streamers do not uniquely bolster consumer trust.

Key Points

  • To examine how streamer characteristics influence consumer trust formation and repurchase intention in live-streaming e-commerce, and evaluate whether streamer type moderates these dynamics.
  • Applied theoretical frameworks from Source Credibility Theory and Expectation–Confirmation Theory to model consumer trust and post-consumption repurchase intention.
  • Analyzed structural relationships and moderation effects using partial least squares structural equation modeling (PLS-SEM) alongside multigroup analysis (MGA).
  • Perceived product quality, perceived interactivity, and perceived attractiveness significantly enhanced consumer trust, which subsequently exerted a positive effect on repurchase intention.
  • Perceived discounts demonstrated no significant relationship with consumer trust.
  • Multigroup analysis established that streamer type did not significantly moderate the effects of perceived characteristics on consumer trust.

Cite This Study

Dong et al. (2026) studied this question.

synapsesocial.com/papers/6a9935f3636c6408cfa7ea52https://doi.org/10.3390/jtaer21090294
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Also Consider

Synapse has enriched 5 closely related papers on similar clinical questions. Consider them for comparative context:

  1. 1Enhancing live streaming commerce performance by building consumer trust: the interplay between streamer expertise, social support and platform service quality2026
  2. 2Trust development in live streaming commerce: interaction-based building mechanisms and trust transfer perspective2024 · 27 citations
  3. 3The determinants of product trust in live streaming E-commerce: a hybrid method integrating SEM and fsQCA2024 · 29 citations
  4. 4How real-time interaction drives purchase intention: the mediating pathway through perceived trust in live streaming2026
  5. 5The effects of live streamer’s expertise and entertainment on the viewers’ purchase and follow intentions2024 · 33 citations