The role of live streaming in building consumer trust and engagement with social commerce sellers

By Apiradee Wongkitrungrueng, N. Assarut. Journal of business research, 2020

1,340 citations recorded by the source corpus.

Abstract Live streaming services (e.g., Facebook Live), whereby video is broadcast in real time, have been adopted by many small individual sellers as a direct selling tool. Drawing on literature in retailing, adoption behavior, and electronic commerce, this paper proposes a comprehensive framework with which to examine the relationships among customers' perceived value of live streaming, customer trust, and engagement. Symbolic value is found to have a direct and indirect effect via trust in sellers on customer engagement, while utilitarian and hedonic values are shown to affect customer engagement indirectly through customer trust in products and trust in sellers sequentially. Elucidating the role of live streaming in increasing sales and loyalty, these findings suggest different routes through which small online sellers can build customer engagement with two types of trust as mediators. Theoretical and managerial implications of this analysis for social commerce are further discussed at the conclusion of this paper.

Subfields: Information Systems and Management, Organizational Behavior and Human Resource Management, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/391805faeae9b4f32c7d0145d6f252211a7c2c10

How researchers see this paper

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In Information Systems and Management

1. Chao-Hsing Lee
2. Sohail S. Chaudhry
3. Mingyao Hu
4. Chien-Wen David Chen

In Organizational Behavior and Human Resource Management

1. Timothy J. Lee
2. Sohail S. Chaudhry
3. Luyi Qiu
4. Xiaohua Chen
5. Mingyao Hu

In Sociology and Political Science

1. Chao-Hsing Lee
2. Timothy J. Lee
3. Sohail S. Chaudhry
4. Mingyao Hu
5. Chien-Wen David Chen

Citations in the corpus

• How Can the Celebrity Endorsement Effect Help Consumer Engagement? A Case of Promoting Tourism Products through Live Streaming (2021, background): “Moreover, the object of customer Hollebeek et al. [49] suggested that customer brand fit consists of three dimensions: cognitive processing, affection, and behavior. engagement can be products, brands, or activities [51].”
• Impulse Buying Behaviors in Live Streaming Commerce Based on the Stimulus-Organism-Response Framework (2021, background): “Currently, most scholars believe that the main influencing factor of live streaming is the charm of live streamers [1,5,6,13,16].”
• Enhancing consumer engagement in e-commerce live streaming via relational bonds (2020, methodology): “Consumer engagement refers to the level of the consumer ’ s participation and connection with a firm ’ s offerings or activities (Vivek et al. , 2012; Wongkitrungrueng and Assarut, 2018).”