Engaging audiences in real-time: The nexus of socio-technical systems and trust transfer in live streaming e-commerce

Socio-technical systems and trust transfer in live streaming e-commerce: analyzing stickiness and purchase intentions with SEM-fsQCA

“…While previous studies have explored socio-technical aspects and the dynamics of trust transfer, they have primarily focused on the transfer of trust from products to streamers (Zhang et al, 2022;Shih et al, 2023). In contrast, this study diverges to consider the streamer's role as central, postulating that viewers' evaluations of streamers based on cognitive assessments significantly influence affective trust levels (Huang et al, 2022).…”

“…Platforms like TikTok have seen significant viewership at 42.2%, while major e-commerce platforms including Shopee, Tokopedia, and Lazada have been instrumental in fostering live shopping experiences (Nurhayati-Wolff, 2022). This trend not only highlights the rapid expansion of the live-streaming commerce market but also underscores the urgent need for businesses to adapt and comprehend consumer behavior in this dynamic digital environment (Shih et al, 2023).…”

“…The global popularity of live streaming is not only changing the dynamics of consumer engagement but is also reshaping contemporary marketing strategies. Its unique feature of synchronous human interaction provides a distinct niche within the realms of the internet and social media, particularly in video transmission (Chen B. et al, 2022;Shih et al, 2023). In the Indonesian market, live streaming within the e-commerce sector has shown exponential growth, securing an 83.4% user base in 2022.…”

“…Current research primarily focuses on surface-level engagement metrics and transactional data, leaving significant aspects such as consumer trust, brand loyalty, and sustained engagement largely unexplored (Zhang et al, 2022;Ma, 2023). Moreover, there is a notable deficiency in research on how live streaming shapes consumer perceptions, attitudes, and decision-making processes within e-commerce settings (Shih et al, 2023). These gaps in understanding represent critical opportunities for in-depth research in the marketing and consumer behavior fields.…”

“…Furthermore, the critical role of trust transfer mechanisms, especially within the framework of stickiness behavior, remains inadequately examined (Li et al, 2021;Bao and Zhu, 2023). Prior research has laid foundational work employing socio-technical system theory (Zhang et al, 2022;Shih et al, 2023); however, it has not sufficiently addressed the crucial aspect of trust transfer mechanisms, which are pivotal in live streaming. The absence of extensive research on stickiness as a construct and its significant influence on viewer retention in the dynamic live-streaming landscape is particularly evident (Guo et al, 2021).…”