Paper Number
ECIS2026-1107
Paper Type
SP
Abstract
Livestream shopping (LSS) is increasingly adopting digital humans (DHs) as scalable hosts, yet their acceptance depends heavily on consumer trust. Drawing on Source Credibility Theory and Trust Transfer Theory, this study develops a multi-level model to explain how credibility cues (attractiveness, expertise, trustworthiness) and firm reputation shape trust in DH purchase recommendations. Trust is positioned as the key mechanism driving consumer acceptance, while product type (search vs. experience/credence goods) moderates these effects. Using survey data from consumers who have acted on DH recommendations, the model will be validated through PLS-SEM. This research expects to contribute theoretically by integrating individual-level and firm-level trust perspectives into a unified framework, and by demonstrating the boundary role of product type. Practically, the findings provide guidance for firms and platforms deploying DHs, showing how to leverage credibility cues and organizational reputation to build trust and enhance acceptance in LSS.
Recommended Citation
Liu, Claude; Chen, Chris Sheng-chi; and Mehandjiev, Nikolay, "Trust Dynamics In Livestream Commerce" (2026). ECIS 2026 Proceedings. 2.
https://aisel.aisnet.org/ecis2026/ai_anthro/ai_anthro/2
Trust Dynamics In Livestream Commerce
Livestream shopping (LSS) is increasingly adopting digital humans (DHs) as scalable hosts, yet their acceptance depends heavily on consumer trust. Drawing on Source Credibility Theory and Trust Transfer Theory, this study develops a multi-level model to explain how credibility cues (attractiveness, expertise, trustworthiness) and firm reputation shape trust in DH purchase recommendations. Trust is positioned as the key mechanism driving consumer acceptance, while product type (search vs. experience/credence goods) moderates these effects. Using survey data from consumers who have acted on DH recommendations, the model will be validated through PLS-SEM. This research expects to contribute theoretically by integrating individual-level and firm-level trust perspectives into a unified framework, and by demonstrating the boundary role of product type. Practically, the findings provide guidance for firms and platforms deploying DHs, showing how to leverage credibility cues and organizational reputation to build trust and enhance acceptance in LSS.