Investigating the trust entities that influence consumers’ purchase intention in livestream e-commerce from trust transfer perspective: using analysis of SEM and fsQCA

Livestream commerce’s operational challenges require deeper trust mechanism analysis to improve sales conversion. Integrating social cognitive and trust transfer theories, this study examines how trust in streamers, products, platforms, co-viewers and brands collectively influences purchase intentio...

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Detalhes bibliográficos

Principais autores:	Yifei Zhang, Ahmad Albattat, Asad Ur Rehman, S. M. Ferdous Azam
Formato:	Artigo
Idioma:	Inglês
Publicado em:	Taylor & Francis Group 2025-12-01
Colecção:	Cogent Business & Management
Assuntos:	Livestream e-commerce social cognitive theory trust transfer theory purchase intention fuzzy-set Qualitative Comparative Analysis (fsQCA) structural equation modeling (SEM)
Acesso em linha:	https://www.tandfonline.com/doi/10.1080/23311975.2025.2582220
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