Livestream commerce in the food and beverage sector: how personal, social, and technical antecedents drive trust, affective commitment, and impulsive buying behavior

The food and beverage sector is increasingly promoting products through livestreams on social media. To better understand consumers’ attitudes toward livestream commerce, consumer motivations were categorized into three types of antecedents: (1) personal (scarcity, gamification, gratification, adventurousness, and flash sales), (2) social (social presence), and (3) technical (synchronicity and convenience). This study explores how these antecedents influence trust in livestream retailers and affective commitment, encouraging channel stickiness and impulsive purchasing behavior. The conceptual model and hypotheses were tested using CB-SEM to analyze 772 responses, revealing that personal, social, and technical antecedents significantly influence consumers’ trust in streamers. Furthermore, the results suggest that personal antecedents (gratification and flash sales), social antecedents (social presence), and technical antecedents (convenience) affect consumers’ affective commitment, which shapes channel stickiness and impulsive purchasing. By understanding consumer preferences, businesses can effectively drive sales growth.