Abstract
This study focuses on live commerce based on the TaoBao live streaming shopping platform which is a fast-growing electronic(e-) commerce area, along with the spread of live streaming services. Live commerce refers to a new type of commerce which combines electronic commerce with live streaming. Drawing on the literature of consumer trust and trust transfer in e-commerce, this study examines how to increase global consumers’ purchase intentions of domestic products with a low level of brand awareness through live commerce. By considering platform trust, seller trust, and product trust as consumer trust, this study explores the effect of trust transfer among them. Moreover, this study investigates key determinants of consumer trust in live streaming shopping.<BR> The partial least squares (PLS) analysis with a total of 200 data collected on buyers with experience in TaoBao live streaming shopping. The key findings are presented as follows. Firstly, purchase intentions of Korean regional products are determined by platform trust, seller trust, and product trust. Secondly, there is the effect of trust transfer among three types of consumer trust. That is, platform trust influences both seller trust and product trust and then seller trust influences product trust. Finally, institutional mechanism and familiarity are key determinants of platform trust and seller trust. The discussion and implications of the results are provided.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: The Journal of Internet Electronic Commerce Resarch
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
