Factors Influencing Consumer Trust and Buying Behavior in the Live Streaming Commerce in Thailand: A Qualitative Interview Study
DOI:
https://doi.org/10.57260/csdj.2026.287749Keywords:
Live streaming, Live streaming commerce, Trust, Buying behavior, Interview studyAbstract
This study explores the factors shaping consumer trust and buying behavior in the live streaming commerce in Thailand. Using a qualitative approach, semi-structured interviews were conducted with 15 live shoppers and 10 live streamers who had direct experience buying or selling through Facebook Live and TikTok Live. The collected interview data were analyzed through thematic analysis to identify key themes and meaningful insights on consumer trust and buying behavior in live streaming commerce. The results identify six interrelated factors that shape trust and buying behavior: reputation, expertise, after-sales service, responsiveness, perceived price fairness, and cash on delivery (COD). These factors show that consumer trust in live streaming commerce is shaped not only by seller credibility and product knowledge, but also by real-time interaction, post-purchase support, fair pricing, and safer payment options. This study addresses a gap in the literature by providing in-depth qualitative evidence on trust formation and buying behavior, an area that remains underexplored in existing qualitative studies on live streaming commerce. The findings are valuable to local sellers and digital entrepreneurs in building consumer trust, enhancing buying behavior, and supporting the economic sustainability of live streaming commerce.
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