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

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Reference :

Zhang, M., Liu, Y., Wang, Y., & Zhao, L. (2022). How to retain customers: Understanding the role of trust in live streaming commerce with a socio-technical perspective. Computers in Human Behavior, 127. https://doi-org.devinci.idm.oclc.org/10.1016/j.chb.2021.107052

Keywords: Live streaming commerce,Trust,Continuance intention,Social interactivity,IT affordance.

Summary : this article is about what role does trust play in customer’s buying decision in the context of live streaming shopping. The author explains how both social factors (interaction) and technical factors (platform features) can build trust in live streaming commerce.

Development: 

The author distinguishes two types of trust in this article :

trust in the streamer

Trust in the product .

Method : Online questionnaire survey with users of TAOBAO (chinese live streaming commerce platform).

Valid responses : 446

Statistical method: Structural Equation Modeling (SEM)

Conceptual model : based on  the Socio-Technical Systems Theory.

Social enablers :

  • Active control
  • Two-way communication
  • Synchronicity

Technical enablers:

  • Visibility affordance
  • Personalization affordance

Influence : trust in streamers / product

Moderating effect :of live streaming genre

Key findings: 

Trust is one of the strongest drivers of continuance intention in live streaming commerce.

Trust is multidimensional : a customer can trust both the streamer and the product  and trust in the streamer can transfer to the trust in the product.

Real-time interaction and visibility are especially important in reducing uncertainty.