Investigating the trust entities that influence consumers’ purchase intention in livestream e-commerce from trust transfer perspective: using analysis of SEM and fsQCA

Yifei Zhang, Ahmad Albattat, Asad Ur Rehman and S. M. Ferdous Azam

Cogent Business & Management, 2025, vol. 12, issue 1, 2582220

Abstract: Livestream commerce’s operational challenges require deeper trust mechanism analysis to improve sales conversion. Integrating social cognitive and trust transfer theories, this study examines how trust in streamers, products, platforms, co-viewers and brands collectively influences purchase intention, employing SEM and fsQCA on 439 experienced consumers. PLS-SEM results indicate that trust in streamer, product, brand, platform and co-viewer significantly affect PIs. Trust in streamer and product mediate co-viewers’ indirect influence on purchase intention, while trust in platform transfers through streamer, product and brand. Among the five configurations identified by the fsQCA, the core drivers are trust in the streamer, co-viewers and brand (or platform trust), whereas trust in the product functions as a secondary condition. Theoretically, this study deepens social cognitive theory (SCT) by showing how individual cognition and social environments jointly shape trust and drive PI. It also enriches trust transfer theory (TTT) through a multilevel perspective that clarifies directional pathways. It further advances understanding of trust dynamics by revealing asymmetric interactions across trust levels in livestream e-commerce. Practically, platforms should prioritize security and transparency; vendors and streamers should enhance real-time interactions and authentic demonstrations to strengthen trust transfer. Brands should strategically emphasize their commitment to customers or create an interactive atmosphere.

Date: 2025
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DOI: 10.1080/23311975.2025.2582220

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