Abstract
As a new-type media form integrating text, image, video, and audio, live streaming itself is an excellent way of informationcarrying and interaction. And the development of information technology makes the use of live streaming shopping easier and more convenient. At the same time, with the popularity of live streaming marketing, there are also some consumption traps, which not only harm the rights and interests of consumers but also affect its own development. Thus, how to build trust and improve the credit evaluation mechanism has become a common concern of academic and industrial circles. Anchored in the theory of planned behavior (TPB) and other research results, this paper expounds on the definition and connotation of trust intention in live streaming shopping in detail. From the perspective of consumers, the trust model of live streaming shopping is constructed based on the comprehensive consideration of social presence, consumers' personal attitude, and structural assurance. It adopts partial least squares (PLS) structural equation modeling (SEM) to evaluate the research model and hypothesis. On the basis of 259 samples, the result shows that consumers' trust behavior in live streaming shopping is mainly affected by live streamers' personalities, comment information, social presence, platform characteristics, usefulness, and structural assurance. The research result of this paper will play a positive role in building a more credible environment, improving the trust relationship with consumers, and promoting potential transactions. Meanwhile, it also lays a foundation for understanding consumers' trust behavior and related theories in the context of China.
Recommended Citation
Cao, Cong; Zheng, Miaomiao; Xu, Qianwen; Shao, Xiuyan; and Jiang, Chunping, "Research on the Construction Mechanism of Consumers’ Trust Intentions and Behaviors in the Context of Live Streaming Shopping" (2021). ICEB 2021 Proceedings (Nanjing, China). 60.
https://aisel.aisnet.org/iceb2021/60