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Purpose Live streaming commerce has emerged as an essential strategy for vendors to effectively promote their products due to its unique content presentation and real-time interaction. This study aims to investigate the influence of viewer-streamer interaction and viewer-viewer interaction on consumer trust and the subsequent impact of trust on consumers' purchase intention within the live streaming commerce context. Design/methodology/approach A survey questionnaire was conducted to collect data, and 403 experienced live streaming users in China were recruited. Covariance-based structural equation modeling (CB-SEM) was used for data analysis. Findings The results indicated that viewer-streamer interaction factors (i.e., personalization and responsiveness) and viewer-viewer interaction factors (i.e., co-viewer involvement and bullet-screen mutuality) significantly influence trust in streamers and co-viewers. Additionally, drawing on trust transfer theory, trust in streamers and co-viewers positively influences trust in products, while trust in co-viewers also positively influences both trust in streamers and products. Furthermore, all three forms of trust positively impact consumers' purchase intentions. Originality/value This study enriches the extant literature by investigating interaction-based trust-building mechanisms and uncovering the transfer relationships among three trust targets (streamers, co-viewers and products). Furthermore, this study provides some practical guidelines to the streamers and practitioners for promoting consumers’ trust and purchase intention in live streaming commerce.
Chen et al. (Mon,) studied this question.