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Antecedents and consequences of the trust transfer effect on social commerce: the moderating role of customer engagement

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Abstract

Live streaming has become the new trend in social media. Using trust transfer theory as the basis for model building, this study examined how the source credibility of live streamers affects their followers’ trust in the live stream and in the product, and, by extension, the relationship context that influences viewers’ behavioral intentions. This study recruited customers who had viewed a Facebook live stream and purchased the advertised product within the past 6 months; 567 valid questionnaire surveys were collected and tested using Structural Equation Modeling (SEM). The results indicated that two types of trust play a mediating role in online live stream environments. The source credibility of live streamers is an antecedent for establishing mutual trust. In the trust transfer mechanism, trust in product is the key to developing trust in a live streamer. Trust in live streamers is more influenced by trust in product (coefficient = 0.645) than by the live streamer’s source credibility (coefficient = 0.33). To trigger the purchase intention of a live streaming audience, live streamers must first induce a continuous watching intention in the audience to increase the likelihood of the audience purchasing products sold during live streams. The results of the multi-group analysis were consistent with the model results, demonstrating their generalizability. Specifically, in the social media live stream environment, high levels of customer engagement played a major moderating role in both establishing viewers’ continuous watching intention and purchase intention. Finally, this study provides live streaming marketers with concrete managerial and practical suggestions for implementing effective live streaming strategies.

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Data availability

The data set analyzed in our study is available from the corresponding author upon reasonable request.

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    Li-Chun Hsu & Si-Yung Hu

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Hsu, LC., Hu, SY. Antecedents and consequences of the trust transfer effect on social commerce: the moderating role of customer engagement. Curr Psychol 43, 4040–4061 (2024). https://doi.org/10.1007/s12144-023-04634-w

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