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.