Engaging audiences in real-time: The nexus of socio-technical systems and trust transfer in live streaming e-commerce

This study investigates the growing landscape of live streaming e-commerce, addressing a significant gap in the literature by exploring the interplay between social and technical factors in building trust and their substantial impact on customer engagement behavior (CEB). Grounded in a socio-technical theory framework, the study employs structural equation modeling to analyze data from Indonesian participants (N = 361) active in the e-commerce live streaming ecosystem. The findings reveal the essential role of socio-technical systems in developing trust, highlighting the emergence of trust in streamers as a crucial factor in extending trust to the products promoted. This trust significantly influences CEB, enabling consumers to actively contribute to the live streaming e-commerce ecosystem. Beyond its academic value, the study offers practical insights for industry practitioners by providing actionable strategies to build effective trust in streamers by integrating social and technical factors. These strategies, derived from the findings, aim to enhance long-term customer engagement and foster success in e-commerce live streaming. The research fills a critical scholarly gap and provides vital guidance for industry stakeholders in this rapidly changing digital marketplace.