Exploring the Role of Trust in Shaping Consumer Behavioral Intentions in Live-streaming E-commerce.

Abstract

Live-streaming e-commerce has transformed the online shopping experience by blending entertainment with real-time interaction, making trust a key driver of consumer engagement and purchasing decisions. Purpose: This study aims to explore the role of trust in shaping consumer behavioural intentions within the context of live-streaming e-commerce. As consumers increasingly rely on e-commerce anchors for product guidance, understanding how trust is formed becomes essential to improving marketing outcomes. Method: A qualitative research design will be employed. Semi-structured interviews will be conducted with five consumers who actively participate in live-streaming shopping. The data gathered from these interviews will be analyzed using thematic analysis to identify recurring patterns, perceptions, and experiences related to trust in e-commerce anchors and platforms. Findings: The findings are expected to show that trust is influenced by anchor authenticity, communication style, emotional connection, and platform reliability. Consumers are more likely to follow through with purchase intentions when they perceive anchors as honest, knowledgeable, and relatable. Social cues, such as viewer comments and peer engagement, are also anticipated to enhance trust and influence decision-making. Implications: Insights from this study can help e-commerce platforms, brands, and influencers develop trust-oriented strategies. By fostering transparency, responsiveness, and emotional resonance, businesses can improve consumer confidence, loyalty, and conversion rates in the competitive world of live-streaming e-commerce.