The trust-driven path to consumer engagement behaviors: Exploring the role of streamer and platform characteristics in live-streaming E-commerce
Live-streaming e-commerce is revolutionizing online retail by fostering real-time consumer engagement, yet limited research explores how streamer and platform characteristics jointly influence trust and drive consumer engagement behaviors (CEB). This study examines how streamer attributes (beauty, h...
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| Format: | Article |
| Language: | English |
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Elsevier
2025-06-01
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| Series: | Digital Business |
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| Online Access: | http://www.sciencedirect.com/science/article/pii/S2666954425000109 |
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| author | Adi Prasetyo Tedjakusuma Andri Dayarana K. Silalahi Ixora Javanisa Eunike Do Thi Thanh Phuong Dalianus Riantama |
| author_facet | Adi Prasetyo Tedjakusuma Andri Dayarana K. Silalahi Ixora Javanisa Eunike Do Thi Thanh Phuong Dalianus Riantama |
| author_sort | Adi Prasetyo Tedjakusuma |
| collection | DOAJ |
| description | Live-streaming e-commerce is revolutionizing online retail by fostering real-time consumer engagement, yet limited research explores how streamer and platform characteristics jointly influence trust and drive consumer engagement behaviors (CEB). This study examines how streamer attributes (beauty, humor, passion, expertise, and warmth) and platform features (interactivity and personalization) shape trust in streamers and products, subsequently affecting CEB dimensions, including augmenting, co-developing, influencing, and mobilizing. Using data from 682 respondents and analyzing with Structural Equation Modeling (SEM) via SmartPLS 4.0, the findings reveal that beauty and interactivity are pivotal for trust in streamers, while expertise and personalization are critical for trust in products. Trust in streamers emerged as the strongest predictor of CEB, emphasizing its role in fostering consumer loyalty and interaction. This research contributes to theory by integrating socio-technical perspectives with trust-based consumer engagement frameworks, offering a holistic understanding of trust to cultivate CEB. Practically, the study highlights the importance of employing streamers with strong interpersonal appeal and creating interactive, personalized shopping experiences to boost trust and engagement. The study advances live-streaming e-commerce by providing insights and presenting an original, trust-driven model for enhancing consumer engagement. |
| format | Article |
| id | doaj-art-70d5dd713ee64de09d98ecf4b81786d3 |
| institution | DOAJ |
| issn | 2666-9544 |
| language | English |
| publishDate | 2025-06-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Digital Business |
| spelling | doaj-art-70d5dd713ee64de09d98ecf4b81786d32025-08-20T03:18:34ZengElsevierDigital Business2666-95442025-06-015110011510.1016/j.digbus.2025.100115The trust-driven path to consumer engagement behaviors: Exploring the role of streamer and platform characteristics in live-streaming E-commerceAdi Prasetyo Tedjakusuma0Andri Dayarana K. Silalahi1Ixora Javanisa Eunike2Do Thi Thanh Phuong3Dalianus Riantama4Department of Business Administration, College of Management, Chaoyang University of Technology, Taichung, Taiwan; Department of Management, Faculty of Business and Economics, University of Surabaya, Surabaya, IndonesiaDepartment of Marketing and Logistics Management, College of Management, Chaoyang University of Technology, Taichung, Taiwan; Corresponding author.Department of Business Administration, College of Management, Chaoyang University of Technology, Taichung, TaiwanDepartment of Business Administration, College of Management, Chaoyang University of Technology, Taichung, TaiwanManagement Department, BINUS Business School Undergraduate Program, Bina Nusantara University, Jakarta, IndonesiaLive-streaming e-commerce is revolutionizing online retail by fostering real-time consumer engagement, yet limited research explores how streamer and platform characteristics jointly influence trust and drive consumer engagement behaviors (CEB). This study examines how streamer attributes (beauty, humor, passion, expertise, and warmth) and platform features (interactivity and personalization) shape trust in streamers and products, subsequently affecting CEB dimensions, including augmenting, co-developing, influencing, and mobilizing. Using data from 682 respondents and analyzing with Structural Equation Modeling (SEM) via SmartPLS 4.0, the findings reveal that beauty and interactivity are pivotal for trust in streamers, while expertise and personalization are critical for trust in products. Trust in streamers emerged as the strongest predictor of CEB, emphasizing its role in fostering consumer loyalty and interaction. This research contributes to theory by integrating socio-technical perspectives with trust-based consumer engagement frameworks, offering a holistic understanding of trust to cultivate CEB. Practically, the study highlights the importance of employing streamers with strong interpersonal appeal and creating interactive, personalized shopping experiences to boost trust and engagement. The study advances live-streaming e-commerce by providing insights and presenting an original, trust-driven model for enhancing consumer engagement.http://www.sciencedirect.com/science/article/pii/S2666954425000109Live-streaming e-commerceConsumer engagement behaviorsTrust in streamersTrust in productsStreamer characteristics |
| spellingShingle | Adi Prasetyo Tedjakusuma Andri Dayarana K. Silalahi Ixora Javanisa Eunike Do Thi Thanh Phuong Dalianus Riantama The trust-driven path to consumer engagement behaviors: Exploring the role of streamer and platform characteristics in live-streaming E-commerce Digital Business Live-streaming e-commerce Consumer engagement behaviors Trust in streamers Trust in products Streamer characteristics |
| title | The trust-driven path to consumer engagement behaviors: Exploring the role of streamer and platform characteristics in live-streaming E-commerce |
| title_full | The trust-driven path to consumer engagement behaviors: Exploring the role of streamer and platform characteristics in live-streaming E-commerce |
| title_fullStr | The trust-driven path to consumer engagement behaviors: Exploring the role of streamer and platform characteristics in live-streaming E-commerce |
| title_full_unstemmed | The trust-driven path to consumer engagement behaviors: Exploring the role of streamer and platform characteristics in live-streaming E-commerce |
| title_short | The trust-driven path to consumer engagement behaviors: Exploring the role of streamer and platform characteristics in live-streaming E-commerce |
| title_sort | trust driven path to consumer engagement behaviors exploring the role of streamer and platform characteristics in live streaming e commerce |
| topic | Live-streaming e-commerce Consumer engagement behaviors Trust in streamers Trust in products Streamer characteristics |
| url | http://www.sciencedirect.com/science/article/pii/S2666954425000109 |
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