{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,4,21]],"date-time":"2026-04-21T14:05:35Z","timestamp":1776780335833,"version":"3.51.2"},"reference-count":55,"publisher":"Emerald","issue":"12","license":[{"start":{"date-parts":[[2024,8,27]],"date-time":"2024-08-27T00:00:00Z","timestamp":1724716800000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/www.emerald.com\/insight\/site-policies"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["IMDS"],"published-print":{"date-parts":[[2024,12,10]]},"abstract":"<jats:sec><jats:title content-type=\"abstract-subheading\">Purpose<\/jats:title><jats:p>Live streaming commerce has emerged as an essential strategy for vendors to effectively promote their products due to its unique content presentation and real-time interaction. This study aims to investigate the influence of viewer-streamer interaction and viewer-viewer interaction on consumer trust and the subsequent impact of trust on consumers' purchase intention within the live streaming commerce context.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>A survey questionnaire was conducted to collect data, and 403 experienced live streaming users in China were recruited. Covariance-based structural equation modeling (CB-SEM) was used for data analysis.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>The results indicated that viewer-streamer interaction factors (i.e., personalization and responsiveness) and viewer-viewer interaction factors (i.e., co-viewer involvement and bullet-screen mutuality) significantly influence trust in streamers and co-viewers. Additionally, drawing on trust transfer theory, trust in streamers and co-viewers positively influences trust in products, while trust in co-viewers also positively influences both trust in streamers and products. Furthermore, all three forms of trust positively impact consumers' purchase intentions.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This study enriches the extant literature by investigating interaction-based trust-building mechanisms and uncovering the transfer relationships among three trust targets (streamers, co-viewers and products). Furthermore, this study provides some practical guidelines to the streamers and practitioners for promoting consumers\u2019 trust and purchase intention in live streaming commerce.<\/jats:p><\/jats:sec>","DOI":"10.1108\/imds-09-2023-0633","type":"journal-article","created":{"date-parts":[[2024,8,26]],"date-time":"2024-08-26T05:39:25Z","timestamp":1724650765000},"page":"3218-3239","source":"Crossref","is-referenced-by-count":21,"title":["Trust development in live streaming commerce: interaction-based building mechanisms and trust transfer 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