How to retain customers: Understanding the role of trust in live streaming commerce with a socio-technical perspective

Live streaming commerce has been the mainstream of e-commerce in recent years. Although live streaming research has gained interest, a holistic model explaining why customers are willing to continuously use such a new sale format remains absent. Drawing on socio-technical system theory, we propose a...

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Vydáno v:Computers in human behavior Ročník 127; s. 107052
Hlavní autoři: Zhang, Mingli, Liu, Yafei, Wang, Yu, Zhao, Lu
Médium: Journal Article
Jazyk:angličtina
Vydáno: Elmsford Elsevier Ltd 01.02.2022
Elsevier Science Ltd
Témata:
Active control
Continuance intention
Customer satisfaction
Customers
IT affordance
Live streaming commerce
Social interactivity
Streaming media
System theory
Systems theory
Trust
Visibility
Social interactivity
Continuance intention
IT affordance
Live streaming commerce
Trust
ISSN:0747-5632, 1873-7692
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Shrnutí:Live streaming commerce has been the mainstream of e-commerce in recent years. Although live streaming research has gained interest, a holistic model explaining why customers are willing to continuously use such a new sale format remains absent. Drawing on socio-technical system theory, we propose a theoretical model to explore the impact of social and technical enablers on trust and how trust affects users' continuance intention in the live streaming commerce scenario. Empirical results (N = 446) reveal that trust can be enhanced through live interactivity (active control, two-way communication, synchronicity) and technical enablers (visibility, personalization), consequently affects continuance intention. In addition, live streaming genres moderate the impact of different types of trust on continuance intention. Research findings indicate that how trust is formed to generate optimal consequences in live streaming commerce. •Interactivity and IT affordance are essential for trust-building in live streaming.•Trust in different entities is associated with customers' continuance intention.•Trust in streamers is more crucial because it can be transfer to products.•Live streaming genres moderate the impact of trust on continuance intention.
Bibliografie:ObjectType-Article-1
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ISSN:0747-5632
1873-7692
DOI:10.1016/j.chb.2021.107052