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Open AccessOpen Access JUSTC Management Science and Engineering 20 April 2022

The influence and moderating effect of trust in streamers in a live streaming shopping environment

  • School of Management, University of Science and Technology of China, Hefei 230026, China

Cite this:
https://doi.org/10.52396/JUSTC-2021-0219
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  • Author Bio:

    Qi Dai obtained her PhD degree from Southwest Jiaotong University in 2008 and is currently an associate professor at the University of Science and Technology of China. Her research interests include marketing, consumer behavior, and live streaming shopping

    Xiaolin Cui is currently a graduate student in Business Administration at the University of Science and Technology of China. His research interests include live streaming shopping and consumer behavior

  • Corresponding author: E-mail: cxlin@mail.ustc.edu.cn
  • Received Date: 15 November 2021
  • Accepted Date: 21 January 2022
    • Available Online: 20 April 2022
    Abstract

  • Abstract

    With its powerful real-time interaction and rich user experience, live streaming shopping has rapidly become consumers' new favorite. However, the frequent "rollover" incidents affecting the reputation of well-known streamers significantly reduce consumers' trust in the streamers. Academic research on trust in live streaming shopping has thus far mainly focused on purchase motivations. Few studies have focused on the factors influencing trust from the streamer's perspective, and they have ignored the moderating role of streamers and product factors, situational factors and individual characteristics of consumers. Therefore, this study introduces three new moderating variables – streamer-product matching, live streaming online reviews, and online shopping experience – to explore their moderating effects on streamers' reputation, popularity, and trust. The results show that streamers' reputation and popularity have a significant positive impact on trust in streamers, and streamer-product matching has a positive moderating effect on the relationship between streamers' reputation, streamers' popularity, and trust in streamers. Online reviews have a positive moderating effect on the relationship between streamers' popularity and trust, while online shopping experience has a positive moderating effect on the relationship between streamers' reputation and trust in streamers.

    Graphical abstract

      This is the hypothesis test result of this study. Two hypotheses, H5 and H8, are not supported.

    Abstract

    With its powerful real-time interaction and rich user experience, live streaming shopping has rapidly become consumers' new favorite. However, the frequent "rollover" incidents affecting the reputation of well-known streamers significantly reduce consumers' trust in the streamers. Academic research on trust in live streaming shopping has thus far mainly focused on purchase motivations. Few studies have focused on the factors influencing trust from the streamer's perspective, and they have ignored the moderating role of streamers and product factors, situational factors and individual characteristics of consumers. Therefore, this study introduces three new moderating variables – streamer-product matching, live streaming online reviews, and online shopping experience – to explore their moderating effects on streamers' reputation, popularity, and trust. The results show that streamers' reputation and popularity have a significant positive impact on trust in streamers, and streamer-product matching has a positive moderating effect on the relationship between streamers' reputation, streamers' popularity, and trust in streamers. Online reviews have a positive moderating effect on the relationship between streamers' popularity and trust, while online shopping experience has a positive moderating effect on the relationship between streamers' reputation and trust in streamers.

    • Public Summary

    • This study explains the observed phenomenon of "why more consumers prefer some specific streamers, such as Jiaqi Li".
    • Applying the matching theory to the live streaming shopping environment and expanding the research on celebrities to streamers. The results show that the matching theory is still effective in the live streaming shopping environment.
    • Online reviews and online shopping experience have different moderating effects on trust in streamers. And they are only partially effective in moderating trust in streamers in the live streaming shopping environment.

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    • References(107)
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    Figure  1.  Conceptual model.

    [1]
    Kim S, Park H. Effects of various characteristics of social commerce (s-commerce) on consumers' trust and trust performance. International Journal of Information Management, 2013, 33 (2): 318–332. doi: 10.1016/j.ijinfomgt.2012.11.006
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