The determinants of product trust in live streaming E-commerce: a hybrid method integrating SEM and fsQCA

Purpose This study adopts the elaboration likelihood model and configuration perspectives to explore the internal mechanisms underlying the influence of live streaming on consumer trust building and purchase intention. Design/methodology/approach This study invited 757 experienced live streaming e-commerce users from Chinese platforms such as TikTok and RED, who participated in survey by filling questionnaires collected online. The research employed a mixed-method approach using SEM and fsQCA. SEM was utilized to analyze quantitative data to determine the direct and mediated relationships within product trust, while fsQCA served as a complement to identify the combinations of conditions that enhance product trust. Findings The findings reveal three important insights. Firstly, in the context of live streaming e-commerce, both product characteristics and streamer characteristics significantly influence consumers' trust in products. The para-social interaction plays a partial mediating role in the relationship between streamer characteristics and product trust. Secondly, four distinct paths are identified that contribute to enhancing product trust in live streaming e-commerce. Thirdly, PSI emerging as a core condition across all four paths, underscores the importance for merchants to foster positive social interactions with consumers beyond the live streaming environment. Originality/value This study enhances understanding of the dynamic live streaming e-commerce industry, offering insights into consumer behavior and practical guidance for merchants seeking to build engaged, trustworthy customer relationships.