Antecedents and Consequences of Streamer Trust in Livestreaming Commerce
Livestreaming commerce has become the mainstream of e-commerce in recent years. The key difference between livestreaming commerce and traditional e-commerce lies in the presence of the streamer. However, there are few studies that examine the significant role of streamer trust in the focal context....
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2023-04-01
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| Series: | Behavioral Sciences |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2076-328X/13/4/308 |
| _version_ | 1797606340588208128 |
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| author | Bowen Tian Jinye Chen Jie Zhang Wei Wang Leibao Zhang |
| author_facet | Bowen Tian Jinye Chen Jie Zhang Wei Wang Leibao Zhang |
| author_sort | Bowen Tian |
| collection | DOAJ |
| description | Livestreaming commerce has become the mainstream of e-commerce in recent years. The key difference between livestreaming commerce and traditional e-commerce lies in the presence of the streamer. However, there are few studies that examine the significant role of streamer trust in the focal context. In our study, based on the cognitive-affective-conative (C-A-C) framework, we develop a research model to explore antecedents of streamer trust and its important role in influencing consumers’ purchasing behavior. Using the survey method, we find that (1) antecedents, including interactivity, informativeness, personal impulsiveness as well as the attitude toward livestreaming shopping are positively associated with streamer trust; (2) streamer trust is positively associated with consumers’ purchasing intention; (3) livestreaming value has significant moderating effects on interactivity and informativeness but not on personal impulsiveness and attitude toward livestreaming shopping. Both theoretical and practical implications are discussed. |
| first_indexed | 2024-03-11T05:13:49Z |
| format | Article |
| id | doaj.art-408ca68e41414a54b0ac6e160a40774c |
| institution | Directory Open Access Journal |
| issn | 2076-328X |
| language | English |
| last_indexed | 2024-03-11T05:13:49Z |
| publishDate | 2023-04-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Behavioral Sciences |
| spelling | doaj.art-408ca68e41414a54b0ac6e160a40774c2023-11-17T18:20:55ZengMDPI AGBehavioral Sciences2076-328X2023-04-0113430810.3390/bs13040308Antecedents and Consequences of Streamer Trust in Livestreaming CommerceBowen Tian0Jinye Chen1Jie Zhang2Wei Wang3Leibao Zhang4School of Business, Hangzhou City University, Hangzhou 310015, ChinaSchool of Business, Hangzhou City University, Hangzhou 310015, ChinaSchool of Business, Hangzhou City University, Hangzhou 310015, ChinaSchool of Business, Hangzhou City University, Hangzhou 310015, ChinaSchool of Business, Hangzhou City University, Hangzhou 310015, ChinaLivestreaming commerce has become the mainstream of e-commerce in recent years. The key difference between livestreaming commerce and traditional e-commerce lies in the presence of the streamer. However, there are few studies that examine the significant role of streamer trust in the focal context. In our study, based on the cognitive-affective-conative (C-A-C) framework, we develop a research model to explore antecedents of streamer trust and its important role in influencing consumers’ purchasing behavior. Using the survey method, we find that (1) antecedents, including interactivity, informativeness, personal impulsiveness as well as the attitude toward livestreaming shopping are positively associated with streamer trust; (2) streamer trust is positively associated with consumers’ purchasing intention; (3) livestreaming value has significant moderating effects on interactivity and informativeness but not on personal impulsiveness and attitude toward livestreaming shopping. Both theoretical and practical implications are discussed.https://www.mdpi.com/2076-328X/13/4/308livestreaming commercecognitive-affective-conative (C-A-C) frameworkstreamer trustpurchase intentionlivestreaming value |
| spellingShingle | Bowen Tian Jinye Chen Jie Zhang Wei Wang Leibao Zhang Antecedents and Consequences of Streamer Trust in Livestreaming Commerce Behavioral Sciences livestreaming commerce cognitive-affective-conative (C-A-C) framework streamer trust purchase intention livestreaming value |
| title | Antecedents and Consequences of Streamer Trust in Livestreaming Commerce |
| title_full | Antecedents and Consequences of Streamer Trust in Livestreaming Commerce |
| title_fullStr | Antecedents and Consequences of Streamer Trust in Livestreaming Commerce |
| title_full_unstemmed | Antecedents and Consequences of Streamer Trust in Livestreaming Commerce |
| title_short | Antecedents and Consequences of Streamer Trust in Livestreaming Commerce |
| title_sort | antecedents and consequences of streamer trust in livestreaming commerce |
| topic | livestreaming commerce cognitive-affective-conative (C-A-C) framework streamer trust purchase intention livestreaming value |
| url | https://www.mdpi.com/2076-328X/13/4/308 |
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