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<p>Drawing on trust transfer theory, this study examines how the dual-role characteristics of the platform and streamers influence trust mechanisms and purchase intentions, with perceived price fairness as a moderator. Based on 428 valid empirical data, the findings reveal that platform and streamer characteristics influence two types of trust differently, leading to varying effects on purchase intentions. Trust in the platform can be transferred to trust in streamers. Perceived price fairness positively moderates the effect of trust in streamers on purchase intentions. This study enriches live streaming literature and provides practical guidance for enhancing success in live streaming commerce.</p>

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Influence of the characteristics of dual-role platforms and streamers on consumer trust and purchase intention in live streaming commerce

  • 期刊论文

  • 发表日期：

    2025年9月5日

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  • Nattharuja Korsakul,
  • Ja-Shen Chen,
  • Hung-Tai Tsou

摘要

Drawing on trust transfer theory, this study examines how the dual-role characteristics of the platform and streamers influence trust mechanisms and purchase intentions, with perceived price fairness as a moderator. Based on 428 valid empirical data, the findings reveal that platform and streamer characteristics influence two types of trust differently, leading to varying effects on purchase intentions. Trust in the platform can be transferred to trust in streamers. Perceived price fairness positively moderates the effect of trust in streamers on purchase intentions. This study enriches live streaming literature and provides practical guidance for enhancing success in live streaming commerce.