Understanding the Influencing Mechanism of Users’ Purchase Intention and Mediating Effect of Trust in Streamer: A Socio-Technical Perspective

Purpose This study primarily aims to investigate the role of trust in the streamer in the formation path of purchase intention and the influencing factors of both trust in the streamer and purchase intention. Theoretical framework: Given that live streaming e-commerce possesses strong social attributes and requires technological means to facilitate remote social interactions, we have chosen to adopt the socio-technical theory as the theoretical foundation for this study. Design/methodology/approach: This study employs an empirical research approach and utilizes random sampling to distribute questionnaires to users of the Douyin platform. We select users who have an intention to purchase or have prior purchasing experience on the live streaming platform for our survey. Findings: According to the findings of the study, identification, two-way communication, and visibility have a significant impact on purchase intention. Trust in the streamer serves as a mediating factor in the relationship between these three variables and purchase intention. Synchronization cannot directly influence purchase intention and cannot impact purchase intention through trust in streamer either. Research, practical & social implications: For theoretical implications, prior research rarely delved into how trust in a streamer affects purchase intention. This study addresses this gap and helps researchers explore this field further. It explores the role of trust in streamer in shaping purchase intention, also offering practical strategies for retailers to enhance trust. Originality /value: This study innovates by breaking down trust into trust in the streamer to examine its impact on purchase intention formation. Future research can explore trust from different perspectives, offering new insights into trust in live streaming commerce.