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@article{ART002985378},
author={Xiao yong Lyu and Sim, Jaeyeon},
title={Research on factors influencing consumer trust in livestreaming e-commerce},
journal={Industry Promotion Research},
issn={2466-1139},
year={2023},
volume={8},
number={3},
pages={181-199},
doi={10.21186/IPR.2023.8.3.181}

TY - JOUR
AU - Xiao yong Lyu
AU - Sim, Jaeyeon
TI - Research on factors influencing consumer trust in livestreaming e-commerce
JO - Industry Promotion Research
PY - 2023
VL - 8
IS - 3
PB - Industrial Promotion Institute
SP - 181
EP - 199
SN - 2466-1139
AB - E-commerce is gradually upgrading from traditional text and image formats to short video and livestreaming formats. Livestreaming e-commerce enriches the content and forms of information dissemination and product display, enhances the consumer's shopping experience, and gradually becomes the mainstream new consumer scene. However, there are many negative phenomena in the development of livestreaming e-commerce, such as false propaganda, counterfeit goods, and various negative events, which seriously affect the level of consumer trust in livestreaming e-commerce. Trust is the core competitive factor of livestreaming e-commerce. Based on previous research on trust theory and combined with the characteristic elements of "people, goods, and scenes" of livestreaming e-commerce, this article constructs a trust model for livestreaming e-commerce, proposes hypotheses, and proves through empirical research that factors such as store characteristics, livestream host characteristics, brand image, product information, platform reputation, livestreaming situation, and trust tendency have a significant positive impact on consumer trust. Based on the research conclusions, this article provides insights and management suggestions, such as emphasizing the construction of store characteristic indicators, creating desirable livestream host characteristics, focusing on product brand building and selection, maintaining the display of product information, selecting suitable livestreaming platforms, and creating rich content for livestreaming situations.
KW - Electronic Commerce;livestreaming e-commerce;consumer trust;trust theory;consumer behavior.
DO - 10.21186/IPR.2023.8.3.181
ER -

Xiao yong Lyu and Sim, Jaeyeon. (2023). Research on factors influencing consumer trust in livestreaming e-commerce. Industry Promotion Research, 8(3), 181-199.

Xiao yong Lyu and Sim, Jaeyeon. 2023, "Research on factors influencing consumer trust in livestreaming e-commerce", Industry Promotion Research, vol.8, no.3 pp.181-199. Available from: doi:10.21186/IPR.2023.8.3.181

Xiao yong Lyu, Sim, Jaeyeon "Research on factors influencing consumer trust in livestreaming e-commerce" Industry Promotion Research 8.3 pp.181-199 (2023) : 181.

Xiao yong Lyu, Sim, Jaeyeon. Research on factors influencing consumer trust in livestreaming e-commerce. 2023; 8(3), 181-199. Available from: doi:10.21186/IPR.2023.8.3.181

Xiao yong Lyu and Sim, Jaeyeon. "Research on factors influencing consumer trust in livestreaming e-commerce" Industry Promotion Research 8, no.3 (2023) : 181-199.doi: 10.21186/IPR.2023.8.3.181

Xiao yong Lyu; Sim, Jaeyeon. Research on factors influencing consumer trust in livestreaming e-commerce. Industry Promotion Research, 8(3), 181-199. doi: 10.21186/IPR.2023.8.3.181

Xiao yong Lyu; Sim, Jaeyeon. Research on factors influencing consumer trust in livestreaming e-commerce. Industry Promotion Research. 2023; 8(3) 181-199. doi: 10.21186/IPR.2023.8.3.181

Xiao yong Lyu, Sim, Jaeyeon. Research on factors influencing consumer trust in livestreaming e-commerce. 2023; 8(3), 181-199. Available from: doi:10.21186/IPR.2023.8.3.181

Xiao yong Lyu and Sim, Jaeyeon. "Research on factors influencing consumer trust in livestreaming e-commerce" Industry Promotion Research 8, no.3 (2023) : 181-199.doi: 10.21186/IPR.2023.8.3.181