Understanding Consumer Trust Dynamics and Purchase Intentions in a Multichannel Live Streaming E-Commerce Context: A Trust Transfer Perspective

This research aims to investigate the dynamic process of transferring trust dimensions from e-store to live streaming contexts and how these trust dimensions in both environments influence consumer purchase intentions in live-streaming settings. Based on trust transfer theory and with a sample of 200 respondents, this study conducted a rigorous analysis using SmartPLS 4.0, employing bootstrapping methods to evaluate hypotheses derived from our theoretical model. The findings demonstrate that the four dimensions of trust (integrity, benevolence, ability, and predictability) in e-stores significantly impact their counterparts in live streaming channels. Also, trust in live streaming channels’ integrity and predictability was found to significantly influence consumer livestream purchase intentions, while trust in e-stores’ benevolence and ability significantly influences consumer livestream purchase intentions. These results highlight that the impact of trust varies depending on the e-commerce setting. This pioneering research provides valuable insights into building consumer trust and boosting purchase intentions in live streaming e-commerce, offering important implications for both theory and practice.