Understanding streamers’ intention to live stream in the context of rural live streaming commerce: a mixed-methods study

Purpose The emergence of live streaming commerce has injected promising impetus into rural development and attracted many rural streamers. This study aims to explore the influencing factors of rural streamers’ engagement intentions to help promote the sustainable development of rural live streaming commerce. Design/methodology/approach Grounded in the extended valence framework, this research employs a mixed-methods approach encompassing both qualitative and quantitative methodologies. In the qualitative phase, the authors conduct in-depth interviews with 15 rural streamers, employing data coding techniques to uncover underlying factors. Subsequently, in the quantitative phase, the authors analyze survey data from 282 rural streamers, subjecting hypotheses to validation through structural equation modeling. Findings The findings derived from the analysis of both interviews and questionnaires reveal that several platform qualities, including platform rural-aiding support, perceived effectiveness of dispute resolution, perceived interactivity and platform reputation, have a positive effect on trust in the platform and validate the extended valence framework in understanding rural streamers’ live streaming intention. In addition, ties with customers have a moderating effect. Specifically, the stronger the ties with customers, the stronger the positive effect of perceived benefits and the weaker the positive effect of trust in the platform on live streaming intention will be. Originality/value This study contributes to the rural live streaming commerce literature and trust research from the sellers’ perspective and provides practical implications for policymakers and live streaming platform managers on enhancing rural streamers’ participation.