Streamer Characteristics and Platform Interaction on Purchase Intention in Live E-Commerce: The Mediating Role of Trust
Article Sidebar
Main Article Content
Abstract
This study examines how streamer characteristics and platform interaction features influence consumer purchase intention, focusing on their broader implications for consumer quality of life (QoL) and digital satisfaction. Drawing on the Stimulus–Organism–Response (S-O-R) framework and Trust Theory, the research explores how the live-streaming environment serves as a socio-technical stimulus that shapes the consumer’s internal state. Data were collected from 486 users with experience using platforms such as Douyin, Taobao Live, and Kuaishou. Structural Equation Modeling (SEM) was employed to validate the hypothesized relationships.
The results demonstrate that streamer professionalism, trustworthiness, and interactivity, alongside platform-level factors, such as real-time interactivity, community atmosphere, and interface usability, significantly and positively affect purchase intention. Notably, consumer trust serves as a vital mediator, accounting for approximately 40%–43% of the total effect. From a QoL perspective, these findings suggest that high-quality live-streaming interactions mitigate perceived risk and uncertainty, providing consumers with emotional support and a sense of belonging to a community. By integrating streamer-level and platform-level factors into a unified framework, this study provides a more comprehensive understanding of consumer behavior in live-streaming commerce.
Recommendation: This study contributes to understanding how digital commerce can be optimized not only for transactional success but also to enhance users' psychological
well-being and social connectivity in the digital age.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
- บทความหรือข้อคิดเห็นใดๆ ในวารสารคุณภาพชีวิตกับกฎหมายเป็
- กองบรรณาธิการไม่สงวนสิทธิ์
References
Chen C. C., Lin Y. C. (2018). What drives live-stream usage intention? The perspectives of flow, entertainment, social interaction, and endorsement. Telematics and Informatics, 35(1), 293–303.
CNNIC. (2023). The 51st statistical report on China’s internet development. China Internet Network Information Center.
Eroglu S. A., Machleit K. A., Davis L. M. (2001). Atmospheric qualities of online retailing: A conceptual model and implications. Journal of Business Research, 54(2), 177–184.
Flavián C., Guinalíu M., Gurrea R. (2006). The roles of perceived usability, satisfaction, and consumer trust in website loyalty. Information & Management, 43(1), 1–14.
Gefen D., Karahanna E., Straub D. W. (2003). Trust and TAM in online shopping: An integrated model. MIS Quarterly, 27(1), 51–90.
Hilvert-Bruce Z., Neill J. T., Sjöblom M., Hamari J. (2018). Social motivations of live-streaming viewer engagement on Twitch. Computers in Human Behavior, 84, 58–67.
Huang H. L., Zhang X. T. (2021). Research on the consumer purchase decision path in live-streaming e-commerce. Business Economics Research, (17), 98–101.
Katz E., Lazarsfeld P. F. (1955). Personal influence: The part played by people in the flow of mass communications. Free Press.
Kim D. J., Ferrin D. L., Rao H. R. (2008). A trust-based consumer decision-making model in electronic commerce. Decision Support Systems, 44(2), 544–564.
Lou C., Yuan S. (2019). Influencer marketing: How message value and credibility affect consumer trust. Journal of Interactive Advertising, 19(1), 58–73.
Lu B., Fan W., Zhou M. (2016). Social presence, trust, and purchase intention in social commerce. Computers in Human Behavior, 56, 225–237.
Mayer R. C., Davis J. H., Schoorman F. D. (1995). An integrative model of organizational trust. Academy of Management Review, 20(3), 709–734.
McKnight D. H., Choudhury V., Kacmar C. (2002). Developing and validating trust measures for e-commerce. Information Systems Research, 13(3), 334–359.
Mehrabian A., Russell J. A. (1974). An approach to environmental psychology. MIT Press.
Ohanian R. (1990). Construction and validation of a scale to measure celebrity endorsers’ perceived expertise, trustworthiness, and attractiveness. Journal of Advertising, 19(3), 39–52.
Pavlou P. A. (2003). Consumer acceptance of electronic commerce. International Journal of Electronic Commerce, 7(3), 101–134.
Rose S., Clark M., Samouel P., Hair N. (2012). Online customer experience in e-retailing. Journal of Retailing, 88(2), 308–322.
Short J., Williams E., Christie B. (1976). The social psychology of telecommunications. John Wiley & Sons.
Sun Y., Shao X., Li X., Guo Y., Nie K. (2019). How live streaming influences purchase intentions in social commerce. Electronic Commerce Research and Applications, 37, 100886.
Wongkitrungrueng A., Assarut N. (2020). The role of live streaming in building consumer trust and engagement with social commerce sellers. Journal of Business Research, 117, 543–556.
