The trust-driven path to consumer engagement behaviors: Exploring the role of streamer and platform characteristics in live-streaming E-commerce

Tedjakusuma, Adi Prasetyo and Silalahi, Andri Dayarana K. and Eunike, Ixora Javanisa and Phuong, Do Thi Thanh and Riantama, Dalianus (2025) The trust-driven path to consumer engagement behaviors: Exploring the role of streamer and platform characteristics in live-streaming E-commerce. Digital Business. p. 100115. (In Press)

PDF 1-s2.0-S2666954425000109-main.pdf Download (1MB)

Abstract

Live-streaming e-commerce is revolutionizing online retail by fostering real-time consumer engagement, yet limited research explores how streamer and platform characteristics jointly influence trust and drive consumer engagement behaviors (CEB). This study examines how streamer attributes (beauty, humor, passion, expertise, and warmth) and platform features (interactivity and personalization) shape trust in streamers and products, subsequently affecting CEB dimensions, including augmenting, co-developing, influencing, and mobilizing. Using data from 682 respondents and analyzing with Structural Equation Modeling (SEM) via SmartPLS 4.0, the findings reveal that beauty and interactivity are pivotal for trust in streamers, while expertise and personalization are critical for trust in products. Trust in streamers emerged as the strongest predictor of CEB, emphasizing its role in fostering consumer loyalty and interaction. This research contributes to theory by integrating socio-technical perspectives with trust-based consumer engagement frameworks, offering a holistic understanding of trust to cultivate CEB. Practically, the study highlights the importance of employing streamers with strong interpersonal appeal and creating interactive, personalized shopping experiences to boost trust and engagement. The study advances live-streaming e-commerce by providing insights and presenting an original, trust-driven model for enhancing consumer engagement.

Item Type:	Article
Uncontrolled Keywords:	ive-streaming e-commerce, Consumer engagement behaviors, Trust in streamers, Trust in products, Streamer characteristics
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions:	Faculty of Business and Economic > Department of Management
Depositing User:	Adi Tedjakusuma
Date Deposited:	21 Mar 2025 08:32
Last Modified:	24 Mar 2025 03:45
URI:	http://repository.ubaya.ac.id/id/eprint/48252

Actions (login required)

View Item